Pepsi turns blue

Pepsi-Cola Co. Tuesday in London unveiled a new international tagline and a new international advertising campaign to introduce its blue can design. Despite all the hype of a "radical change" in Pepsi's advertising, however, the strategy remains the same--targeting teen agers by using celebrities such as supermodels Cindy Crawford and Claudia Schiffer and tennis star Andre Agassi. But Larry McIntosh, VP-advertising, Pepsi-Cola International, noted, "We have two new celebrities (Ms. Schiffer and Mr. Agassi) who fit Pepsi's new image. In the past our celebrities were not as focused on teen agers." Past Pepsi endorsers include Michael Jackson and Madonna.