Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you're reading this online or in a forwarded email, here's the link to sign up for our Wake-Up Call newsletters.
Don't apologize for what you like
Pepsi’s been a lot of things over the years if you judge by its taglines: The choice of a new generation, or just plain joyful. But now the brand is adopting a new phrase it promises to stick to for all its varieties including regular Pepsi, Pepsi Zero Sugar and Diet Pepsi: “That’s what I like.” The U.S. campaign, from Omnicom Group’s Goodby Silverstein & Partners and Alma, includes five national TV ads “that show people breaking into dance during everyday situations, like riding on a subway or grilling out,” writes Ad Age’s E.J. Schultz. Pepsi Marketing VP Todd Kaplan told Schultz that the ads are intended to appeal to people “who are comfortable in their own skin [and] enjoy life unapologetically without really worrying about what other people think.” The company says the approach should appeal to Pepsi loyalists. No word on Pepsi’s plans for Super Bowl yet, but it’s sponsoring the halftime show headlined by Jennifer Lopez and Shakira. You can keep track of who’s in and out of the Big Game by bookmarking our continually updated Super Bowl coverage here.