Can nostalgia elevate Pepsi Generations Super Bowl campaign?


Super Bowl commercials are as anticipated as the game. Can the Pepsi Generations campaign bring generations of fan to the iconic brand?

Recently, Pepsi announced that it was recreating its iconic Super Bowl commercial with Cindy Crawford. According to the company, “the ‘Pepsi Generations’ campaign will celebrate the best moments of our past, create new iconic moments for today and set the stage for an exciting future, allowing Pepsi to be the choice for decades to come.” But, will consumers embrace the nostalgia concept?

In the food and beverage industry, more and more companies are looking to capitalize on flavor trends, consumer preferences and what will be the next big thing. While these concepts are valid, the nod to nostalgia has as big a pull as the newest, trendiest or shiniest product. Pepsi is hoping that its Pepsi Generations campaign pull on those nostalgic memories.

Pepsi Generations Super Bowl campaign, photo provided by Pepsi Communications

One of the most memorable Super Bowl commercials is Pepsi’s Cindy Crawford commercial from 1992. The iconic supermodel who seductively drank a can of Pepsi captivated audiences and enticed them to drink a Pepsi too. That one commercial became part of pop culture and many Super Bowl ad campaigns have tried to recreate its appeal.

According to Chad Stubbs, Vice President, Marketing, Pepsi Trademark, North America, “Pepsi has stood for a youthful spirit and the choice of a new generation. 2018 will be a year to celebrate the past while embracing the future; always reminding consumers to do what they love and have a little fun in their lives.”

Pepsi Generations Super Bowl campaign, photo provided by Pepsi Communications

The 2018 Pepsi commercial debuting during Super Bowl LII will combine that connection to the past with a nod to the future. The commercial featuring both Cindy Crawford and her son, Presley Gerber. Featuring the limited edition Pepsi retro cans, the campaign focuses on Pepsi being for every generation.

With other companies looking to target specific markets with trendy flavors or sleek cans, the inclusiveness of the Pepsi branding could be a hit with consumers. In a world full of divisiveness, the every person appeal could really hit home. Who wouldn’t want to enjoy a drink that appeals to both grandma, mom and grand-daughter?

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Everyone will have to wait for the entire Pepsi Generations commercial to air during Super Bowl LII. We will have to wait and see if it will be one of the most talked about commercials of the evening? More importantly, will that Pepsi commercial entice viewers to open a can of Pepsi with their generations of family?