PEPSI-COLA ADVERTISING THROUGH THE YEARS

Published on .

1898 Caleb Bradham, a New Bern, N.C. pharmacist, renames "Brad's Drink," a carbonated soft drink he created to serve at his soda fountain.

1902 Mr. Bradham applies for a trademark for the Pepsi-Cola name.

1903 Advertising calls Pepsi-Cola "exhilirating, invigorating, aids digestion."

1909 Auto racing pioneer Barney Oldfield becomes Pepsi-Cola's first celebrity endorser when he appears in newspaper ads describing it as "A bully drink. . .refreshing, invigorating, a fine bracer before a race."

1920 The slogan "Drink Pepsi-Cola. It

will satisfy you" is introduced.

1934 Pepsi begins selling a 12-oz. bottle

for 5 cents, the same price charged by

competitors for six ounces.

1939 Advertising in the form of a newspaper cartoon strip called "Pepsi & Pete" is introduced, using the theme "Twice as much for a nickel."

1940 Pepsi's "Nickel, Nickel" is the first advertising jingle broadcast nationwide, eventually becoming a hit record and translated in 55 languages.

1941 To support the war effort, Pepsi changes color of its bottle caps to red, white and blue and opens a canteen in New York's Times Square, where families can record messages for armed forces

personnel overseas.

1949 "Why take less when Pepsi's

best" is added to the "Twice as much"

advertising.

1950 "More bounce to the ounce" becomes the new theme.

1953 To reflect America's weight

consciousness, "The light refreshment" campaign is introduced. A

year later, it will evolve to incorporate "Refreshing without filling."

1958 Long positioned as a bargain

brand (and sometimes referred to as "the kitchen cola"), Pepsi identifies with

young, fashionable consumers with the theme "Be sociable, have a Pepsi." A swirl replaces the straight-sided bottle.

1963 To recognize the Baby

Boom generation, the "Pepsi

generation" campaign debuts.

DietPepsi is introduced.

1969 "You've got a lot to live. Pepsi's got a lot to give" theme is introduced into the advertising.

1975 The Pepsi Challenge, a marketing landmark, persuades millions of consumers that Pepsi's taste is superior.

1976 "Have a Pepsi day" is the Pepsi

Generation's upbeat reflection of an

improving national mood. "Puppies,"

a 30-second spot of an encounter

between a small boy and some even

smaller dogs, underscores the mood.

1979 "Catch that Pepsi spirit" carries the Pepsi Generation forward into a new decade.

1982 The tagline "Pepsi's got your taste for life" in introduced.

1984 `Pepsi. The choice of a new generation" is the line that kicks off a new campaign that ultimately uses such names as Lionel Richie, Tina Turner, Gloria Estefan, Joe Montana, Teri Garr, Michael J. Fox and Billy Crystal in TV spots.

1987 After an absence of 27 years, Pepsi returns to New York's Times Square with a spectacular 850 square foot electronic display billboard declaring Pepsi to be "America's choice."

1988 Michael Jackson stars in a four-part "episode" commercial in the "New Generation" campaign.

1989 "The choice of a new generation" theme expands to categorize Pepsi drinkers as "A generation ahead!"

1991 "You've got the right one baby" is modified to "You've got the right one baby, uh-huh!" The "Uh-Huh Girls" join Ray Charles as backup singers and an immenselsly popular campaign is underway. Supermodel Cindy Crawford stars in an award-winning spot made to introduce Pepsi's updated logo and package graphics.

1994 Pepsi stresses product expiration dates by adding "freshness" information to its products.

1996 For the second straight year, Pepsi advertising about a Coke driver who prefers the rival product is honored in creative competitions.

1998 Pepsi marks its 100th anniversary

In this article:
Most Popular