One of the fun things about Pepsi is that it has a very colorful history of
using public figures and entertainers to help promote sales. Here's some of
the highlights of the various marketing strategies and the personnel that
were used to promote them.
Automobile racing pioneer Barney Oldfield becomes Pepsi's first
A newspaper cartoon strip, "Pepsi & Pete," introduces the theme
"Twice as much for a nickel" to increase consumer awareness of
Pepsi's value advantage.
A national jingle is released:
"Pepsi-Cola hits the spot/Twelve full
ounces that's a lot/Twice as much for a nickel, too/Pepsi-Cola is
the drink for you." "Nickel, Nickel" will eventually become a hit
record and will be translated into 55 languages.
Hollywood movie star Joan Crawford, promotes the company's product line.
Soviet Premier Nikita Khrushchev and U.S. Vice President Richard Nixon meet
in the soon-to-be-famous "kitchen debate" with a Pepsi in plain sight.
The Diet Pepsi musical theme becomes a Top 40 hit.
"Have a Pepsi day" is the Pepsi Generation's upbeat reflection of an improving
national mood. "Puppies," a 30-second snapshot of an encounter between a very
small boy and some even smaller puppies, becomes an instant commercial classic.
Michael Jackson is the highlight of the year!
Lionel Ritchie leads the parade that includes Tina Turner and Gloria Estefan.
Joe Montana and Dan Marino are part of it, as are Teri Garr and Billy Crystal.
Geraldine Ferraro, the first woman nominated to be vice president of the U.S.,
stars in a Diet Pepsi spot as does Michael J. Fox.
By the end of the year, the New Generation campaign earns more than 58 major
advertising and film-related awards. Pepsi's campaign featuring Ritchie is the most
remembered in the country, according to consumer preference polls.
Michael Jackson is back.
Fred Savage and Kirk Cameron sign on, as does Joe Montana.
Ray Charles and the "Uh-Huh Girls" sing the praise of Pepsi.
Cindy Crawford makes a commercial.
Shaquille O'Neal touts Pepsi products.
Jeff Gordon is used in spots.
Voices of Marlon Brando, Isaac Hayes and Aretha Franklin are used in a commercial,
which also stars child actress Hallie Eisenberg.
Lucasfilm teams with Pepsi to create special Pepsi bottles and cans.
An alien, Marfalump, is used in two commercials - "Landing" and "Play Acting".
Ray Charles, Kool and the Gang and the Rolling Stones attend a Pepsi celebration.
President and Mrs. George Bush, Lady Thatcher and Walter Cronkite are photographed
with a Pepsi.
Faith Hill, Sammy Sosa and Ken Griffey Jr. signed deals to endorse Pepsi products.
Hallie Eisenberg and Faith Hill are shown in a "Joy of Cola" ad.
Sammy Sosa and Ken Griffey Jr. also sign endorsement deals.
Britney Spears does a Pepsi commercial during the 2001 Academy Awards.
The theme is "The Joy of Pepsi".
Shakira debuts in a series of new commercials for Pepsi