May 01, 2012 at 10:47 PM
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Pepsi Will Emphasize Music Partnerships In First Global Campaign

As part of its new "Live for Now" marketing campaign in the U.S., Pepsi will present a series of exclusive pop-up, Twitter-enabled concerts this summer featuring major music artists. Details are still forthcoming about the Twitter integration, but word is that the Twitter partnership will kick-off in the U.S. in early May as the first "Live for Now" ad spot goes to air.

The "Live for Now" campaign will invite and inspire Pepsi fans to live each moment to the fullest through a number of global, pop-culture platforms, including relationships with music and entertainment brands, technologies and events. The multi-year campaign will launch first in the United States and begin to roll-out globally throughout 2012.

The ad features global music artist Nicki Minaj's mega hit 'Moment 4 Life'. Minaj also has a cameo in the ad and is one of the many talented artists and entertainment brands that Pepsi will collaborate with over the coming months to bring to life the new brand proposition. "Live for Now" in the U.S., includes TV, radio, cinema and outdoor advertising, experiential as well as digital and social media platforms.

"'Live for Now' is considerably more than a positioning statement or a single ad creative – it is the central governing idea for the brand globally," Brad Jakeman, president, global enjoyment brands, chief creative officer, PepsiCo said. "Pepsi has always inspired people to embrace the 'now' by being at the epicenter of, and helping to define, pop-culture. 'Live for Now' embodies a mind-set that is true of Pepsi loyalists around the world, while still connecting with a large and growing number of consumers who share the same values. It will enable the brand to deepen its global equity in a relevant and authentic way, and has already inspired a differentiated way of thinking about brand behavior across the entire Pepsi global marketing system."

Brad Jakeman, president, global enjoyment brands, chief creative officer, PepsiCo, recently discussed Pepsi's first global campaign, "Live for Now," which you can view on the PepsiCo's multimedia page.

The global campaign was created in partnership with an integrated cross-agency, multi-disciplinary team of Omnicom agencies, including Alma, BBDO Worldwide, OMD, Organic, TBWA Worldwide and TracyLocke Partners.