Pepsi Says, 'It's The Cola'

PepsiCo’s latest campaign for its flagship brand from Omnicom’s BBDO will break just before Thanksgiving with the new tagline, “Pepsi. It’s the cola.” That line will replace “The joy of Pepsi,” which debuted in 2000 [Adweek, Nov. 3]. The brand’s compatibility with various foods will be stressed, and the work will be less celebrity-centric than in the recent past, said client rep Dave DeCecco. Pepsi spent $120 million on U.S. ads in 2002, $20 million of that in the fourth quarter, per Nielsen Monitor-Plus.