Pepsi has revealed a new tagline – “That’s What I Like” – which will appear going forward across advertisements and promotions for its Pepsi, Pepsi Zero Sugar, and Diet Pepsi brands. This is the soft drink giant’s first permanent tagline in the U.S. in two decades, following previous iterations like “The Choice of the New Generation.” In recent years, Pepsi has employed a more seasonal approach to taglines, frequently swapping in new ones based on particular themes or events. To some in this social media era, taglines have been downplayed as old-school brand building, but it appears that Pepsi intends to embrace the tactic. The tv spots supporting the tagline hone in on diverse music genres and people dancing in everyday situations; two are by Goodby Silverstein & Partners and three by agency Alma, with activations on social media, out-of-home, retail and digital channels as well. Explains Pepsi Vice President of Marketing Todd Kaplan, the tagline and supporting promotions are meant to appeal to people who “are comfortable in their own skin [and] enjoy life unapologetically without really worrying about what other people think.”
