Global brand hopes to reinvent the image of its fans as spontaneous and vibrant people

Over the last few years soda brand has struggled with adding more bounce to the ounce and finding an appealing tagline for its signature drink. Sticking to the single line to make the slogan easy to read had often resulted in taglines that were pretty dry. 

The new slogan, «That’s what I like», is an attempt to appeal to the people who “are comfortable in their own skin, enjoy life unapologetically without really worrying about what other people think,” according to Pepsi Marketing VP Todd Kaplan. 

However, the media have already pointed out the slogan sounds quite reminiscent of McDonald’s famous «I’m loving it» — again. The slogan «For the love of it», according to the Sophie Lewis, chief strategy officer at the VMLY&R agency, have already drawn the same controversy in 2019. 

Ads with the new tagline will kick off during the NFL Wild Card games and the Golden Globes this week. The tagline will be used for several products at once — Pepsi, Pepsi Zero Sugar and Diet Pepsi. 

Let’s remember how Pepsi slogans and tagline changed over the years: 

  • 1939–1950: “Twice as Much for a Nickel”
  • 1950: “More Bounce to the Ounce”
  • 1950–1957: “Any Weather is Pepsi Weather”
  • 1957–1958: “Say Pepsi, Please”
  • 1961–1964: “Now It’s Pepsi for Those Who Think Young”
  • 1964–1967: “Come Alive, You’re in the Pepsi Generation”
  • 1967–1969: “(Taste that beats the others cold) Pepsi Pours It On”.
  • 1969–1975: “You’ve Got a Lot to Live, and Pepsi’s Got a Lot to Give”
  • 1977–1980: “Join the Pepsi People (Feeling Free)”
  • 1980–1981: “Catch That Pepsi Spirit”
  • 1981–1983: “Pepsi’s got your taste for life”
  • 1983–1984: “Pepsi Now! Take the Challenge!”
  • 1984–1988 and 1990-1991: “Pepsi. The Choice of a New Generation”
  • 1989: “Pepsi. A Generation Ahead”
  • 1991–1992: “Gotta Have It”/”Chill Out”
  • 1992: “The Choice Is Yours”
  • 1992–1993: “Be Young, Have Fun, Drink Pepsi”
  • 1993–1994: “Right Now”
  • 1994–1995: “Double Dutch Bus”
  • 1995: “Nothing Else is a Pepsi”
  • 1995–1996: “Drink Pepsi. Get Stuff”
  • 1996: “Change The Script”
  • 1997–1998: “Generation Next”
  • 1998–1999: “It’s the cola” (100th anniversary commercial)
  • 1999–2000: “For Those Who Think Young”/”The Joy of Pepsi-Cola”
  • 2003: “Its the Cola”/”Dare for More”
  • 2006–2007: “Why You Doggin’ Me”/”Taste the one that’s forever young”
  • 2007–2008: “More Happy”/”Taste the one that’s forever young”
  • 2008: “Pepsi is #1”
  • 2008–present: “Something For Everyone”
  • 2009: “Refresh Everything”/”Every Generation Refreshes the World”
  • 2010: “Every Pepsi Refreshes The World”
  • 2011: “Summer Time is Pepsi Time”
  • 2011: “Born in the Carolinas”
  • 2012: “Where there’s Pepsi, there’s music”
  • 2012: “Live For Now”
  • 2012: “Change The Game”
  • 2012: “The Best Drink Created Worldwide»
  • 2015: «Out of the Blue / The Joy of Pepsi-Cola»
  • 2018: «For the love of it»
  • 2019: «Live for now»
  • 2020: «That’s what I like» 
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