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The current theme, "Joy of Pepsi," will be replaced with "Pepsi. It's the Cola." Several top commercial directors, including Joe Pytka and Kinka Usher, are developing a product-focused campaign with the brand's ad agency, Omnicom Group's BBDO, New York, the executives said.
BBDO referred calls to Pepsi-Cola North America.
The first set of ads, set to break around the Thanksgiving holiday, will not include celebrities -- a tactic the marketer has relied heavily on in its advertising -- but rather focus on the "food compatibility" of its main cola brand.
It is unclear whether celebrities will be featured in future spots. The effort is expected to be backed with a heavy media buy around popular prime-time TV programs.
A Pepsi spokesman wouldn't confirm details but said, "We're always looking at new advertising ideas."
Pepsi-Cola is the No. 2 soft-drink brand behind Coca-Cola Co.'s Coke Classic.
Like other soft drink marketers, Pepsi in recent years put more of its ad dollars behind new flavored line extensions. Volume of Pepsi-Cola fell 6% during the first half of 2003, according to combined IRI/ACNeilsen data cited in Beverage Digest. By comparison, Coca-Cola Classic volume fell 3.1%.