#PepsiGenerations Brings Michael Jackson Back to Pepsi Cans
Pepsi has announced its U.S. summer plans as part of this year’s global creative campaign, Pepsi Generations, celebrating the brand’s iconic role in music history. With the help of Pepsi musicians past and present, including Britney Spears, the late King of Pop Michael Jackson and R&B legend Ray Charles, the new iteration of the campaign will continue to focus on music and entertainment programming, limited-edition cans, a seasonal release of Pepsi Stuff and breakthrough digital content.
The Pepsi Generations campaign, a celebration of some of the brand’s biggest pop culture moments, was introduced in February through the “This Is the Pepsi” national Super Bowl commercial narrated by Jimmy Fallon, above.
From supporting emerging musical talent through platforms like Pepsi Sound Drop (a new artist series which launched in 2016) to marquee ads featuring world-class musicians and jaw-dropping Super Bowl Half Time Show performances, Pepsi’s strong heritage in music will shine through in this phase of the global campaign, showcasing Pepsi as a force in music for decades to come.
“My partnership with Pepsi has always been really special to me. I’m so excited to be featured in the new Pepsi Generations Summer campaign,” said Britney Spears. “It’s fun, fresh and all about music. To be featured on a Pepsi can is such an honor, and I can’t wait to see my fans enjoying them!”
“Pepsi Generations has been an incredibly special campaign for us and music has always been at the heart of it,” said Stacy Taffet, Sr. Director, Marketing, Pepsi Trademark, North America. “This summer, we’re continuing that momentum for consumers of every generation with incredible music partnerships, performances, integrations and brand new music and summer-themed Pepsi Stuff. We can’t wait to give our fans a reason to celebrate the summer season.”
The Pepsi and Diet Pepsi 12-oz. limited-edition Music Icon cans are a retro-looking reminder to fans of all ages to unleash their youthful spirit and live life to the fullest. Pepsi will celebrate all summer long throughout the U.S. across the full Pepsi portfolio: Pepsi, Diet Pepsi, Pepsi Zero Sugar and Pepsi Wild Cherry.
Limited-Edition Icon Cans
To honor iconic musical partnerships of Pepsi past and present, the brand is rolling out limited-edition Pepsi Generations icon cans featuring superstars Michael Jackson, Ray Charles and Britney Spears, and retro Pepsi logos from each artist’s era. The exclusive packaging will be found on regular Pepsi and Diet Pepsi for a limited time this summer and available at major retailers nationwide in 20-oz., 12-oz. can 12-packs and 24-packs. Fans can collect all three cans via multipacks which will feature one of the three artists in each pack.
Pepsi Stuff Summer Edition
Pepsi Stuff, the U.S. loyalty program that made its long-awaited return this year, is expanding its collection to feature summer-inspired retro gear and exclusive music giveaways. New Pepsi Stuff will be available starting May 14 through consumer codes found on specially-marked Pepsi packaging across regular, Diet Pepsi, Pepsi Zero Sugar and Pepsi Wild Cherry, and will include premiums such as beach coolers, grills, towels, headphones, beach chairs, t-shirts and more, as well as giveaways including the hottest concert tickets of the season such as Austin City Limits, Lollapalooza, VMAs, the Pepsi-sponsored Britney Spears tour – including meet and greets – and more.
Summer Music Integrations
To introduce the summer collection, Pepsi will release a new commercial — “This Is the Pepsi”— featuring one of today’s top music superstars who will give fans a fun look at new Pepsi Stuff.
Throughout the summer, Pepsi will be delivering exclusive music experiences and activations to its fans, including a concert event with Live Nation featuring some of today’s biggest names in music. Pepsi is also partnering with Live Nation to integrate Pepsi Generations artist cups into their venues across the country this summer.
UEFA and Dua Lipa
Separately, but in another musical tie-in, hit singer Dua Lipa will be performing at the UEFA Champions League final Opening Ceremony, presented by Pepsi.
Credit: Brand Channel