EUROPE – The global snacks and beverage giant, Pepsi Co has launched a global marketing campaign, ‘For The Love of It’ beginning with countries from Eastern Europe and Latin America.

The company aims to adopt the marketing campaign in more than 100 countries throughout the year.

It looks to ‘celebrate the pop and fizz of the cola like never before’, thus in regard to this, Pepsi will join forces with music industry manager Simon Fuller on his latest venture Now United, a new pop concept with 14 singers and dancers from different countries.

For ‘The Love of It’ platform will feature design-led packaging, out-of-home artwork as well as commercials and digital content.

The group will record a refreshed Pepsi jingle while the brand will develop experiences and content targeted at Now United fans as the group embarks on a world tour.  

PepsiCo said the campaign aims to continue the legacy of music, which has been the brand’s core hallmark while inspiring today’s music generation.

“Pepsi has a unique track record in supporting new music talent, as they did when we first worked together on Spice Girls and are doing again with Now United.

Their For The Love Of It campaign reflects so many of the positive values which are present in Now United and I know they will inspire and enable the group and their global fan base to embrace their passions like never before,” said Simon Fuller.

The new campaign replaces ‘Live For Now’, its first global strapline, which has been in play since 2012.

The slogan is accompanied by a new can design, with out-of-home and video advertising focusing on the “pop and fizz” of the drink.

“We are confidently celebrating who we are an iconic brand rooted in entertainment with a refreshing and delicious beverage people around the world love – as well as who our fellow cola lovers are.

“For The Love of It is our rallying cry, proudly saying to go all in for the things you love, from passions and interests like football and music, to unabashedly enjoying one of life’s favourite treats – Pepsi,” said Roberto Rios, senior vice president, marketing, global beverage group, PepsiCo.

Last year, Pepsi launched the Pepsi Generations, a new global advertising campaign focusing on the brand’s pop culture history through advertising, a limited-edition packaging redesign and the reintroduction of the Pepsi Stuff loyalty scheme.