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LAUNCHING A LEGEND: 'PEPSI GENERATION'

Published on .

Pepsi-Cola, which has been on a "Think young" kick for the last three years, now tells consumers they're "in the Pepsi Generation." A new musical jingle first heard on CBS Radio network July 23, 1964, says:

"Come alive, come alive!

You're in the Pepsi Generation!

Drink light. Drink great. Drink right. Up to date.

Young taste. Young drive. Young pace.

Come alive! Come alive!

You're in the Pepsi generation."

Joanie Sommers, the girl who does "Now it's Pepsi for those who think young," handles the lyrics over a hard-driving, upbeat original score. The campaign, which hits at the peak of the soft-drink sales season, has been adopted by some bottlers for use on local radio. Batten, Barton, Durstine & Osborn is Pepsi's

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