For Those Who Think Young

One of the most well known soft drinks brands on the market, Pepsi Co.’s marketing campaign is also known for its creative advertisements on television which are usually endorsed by celebrities. With the usage of Hollywood celebs, Pepsi seeks to engage people in the tween to early 30s demographics. However, during a television advertisement in the early 2000s, Pepsi expanded their demographic outreach to include a majority of their drinkers.

Starring the pop singer Britney Spears during the high of her singing career, Pepsi was positive that her appearance in the television commercial would boost market sales. Instead of only targeting their usual viewers, Pepsi sought after a wider audience by campaigning a small history of Pepsi. Starting in 1958, the ad appears in black and white while featuring Britney dressed as a ‘50s housewife. In the scene she is surrounded by the extras in ‘50s attire and sitting at a soda stand. Continuing on from 1958 to 1963 and 1966, the color switches from black and white to color. Not only does Britney’s outfits changes throughout the commercial but the change to color reflects upon the event in television history when viewers were finally able to watch TV in color. Also in the 1966 area of the ad, Britney says, “Taste that beats the other cold.” This discreetly enforces the idea that the Pepsi soft drink is superior to their competitor Coca-Cola.

The next two decades shown are the 1970s and 1980s. During the 1970s the reflection of hippies and peace enjoying a Pepsi also gives a political notion that during the Vietnam era, Pepsi was against the war. Evoking a sense of logos to the viewers that Coca-Cola was a supporter of the Vietnam War people therefore should not consume that brand. In the 1989 spot, Britney is dressed in a man’s suit and singing, “Simply irresistible” while pictures of the Pepsi can reappear on the screen. By recreating a hit song of the ‘80s and re-singing the lyrics to Robert Palmer’s “Simply Irresistible” along with copy the music video, audiences in their 20s, 30s and rocker fans are the main targeted groups.

Lastly Britney appears in the present day dressed in her usual outfit of tight clothes and mid drift showing. Going off into a dance routine the commercial proceeds to flash throw the previous decades and show the transformation of apparel in the US but also reemphasizing the years Pepsi has been around. By ending on the note of saying “For those who think young,” Pepsi’s choice of words allows all viewers to nostalgic memories. No matter the decade, viewers from ages 60 to tweens can relate to the time periods shown. The simplistic language, upbeat tunes and aligning of music tunes to the music of the times is an excellent marketing strategy. The strategic usage of changing clothes, color of the TV and, apparel to enhance the visual imagery of the viewer, allows Pepsi to keep their devout customers but also draw in new ones.