Still of Cindy Crawford drinking Pepsi in the 'Pepsi Generation' advert. Credit: PepsiCo.

PepsiCo is launching its 2018 “global creative campaign” titled Pepsi Generations at the US Super Bowl LII on Sunday 4 February.

The centre of the Pepsi Generations campaign is the ‘This is Pepsi’ TV advert – the full version of which will be aired as an in-game advert during the 52nd Super Bowl. The advert features celebrities who have appeared in previous Pepsi promotional campaigns, including Cindy Crawford who presents an updated take on her famous 1992 advertising campaign.

Fans will be encouraged to engage with Pepsi’s Super Bowl LII Halftime Show through PepsiHalftime.com where there will be behind-the-scenes shots of the headline act, Justin Timberlake, and his journey to Minneapolis for the Super Bowl. Additionally, there will be a social media campaign linked with the hashtag #PepsiHalftimeLive where fans can win backstage passes to the half time show.

The Pepsi Generations Live pop-up will be launched at the US Bank Stadium in Minneapolis where the 52nd Super Bowl is being held. The pop-up aims to guide fans through the pop culture legacy of PepsiCo and will be present at important cultural events across the US throughout 2018.

As part of the marketing campaign, the brand is re-introducing retro packaging pulled straight from its archive for a limited time only. The retro packaging will be used for 2l bottles, 20oz bottles and 12oz can 12-packs across the brand’s entire portfolio. PepsiCo is also re-establishing the ‘Pepsi Stuff’ loyalty scheme. Consumers in the US can redeem their Pepsi points online at Pepsistuff.com for branded merchandise such as t-shirts, hats, LED signs, varsity jackets and bikes. Special codes for the Pepsi Stuff scheme can be found on the company’s retro products.

The motivation behind the brand’s Pepsi Generations campaign is to celebrate Pepsi’s role in pop culture in its 120-year history, as well as creating fresh iconic moments in the present and the future. Vice-president of marketing at Pepsi Trademark, North America, Chad Stubbs, explains this in more detail: “Since our brand was founded more than a century ago, Pepsi has stood for a youthful spirit and the choice of a new generation. 2018 will be a year to celebrate the past while embracing the future; always reminding consumers to do what they love and have a little fun in their lives.”

The Pepsi Generations campaign will be rolled out in 55 markets worldwide and across Pepsi’s full portfolio of Pepsi, Pepsi Zero Sugar and Diet Pepsi.