Cindy Back for Pepsi

NEW YORK — Cindy Crawford returns to endorsing a Pepsi product, but this time for Diet Pepsi which kicks off a new campaign during Sunday’s Oscar telecast on ABC, the client said. The new tagline, “Think young. Drink young,” is a switch from the “This is diet,” campaign in 1998, the last time Diet Pepsi advertised on TV.

The new spot, created by long-time Pepsi shop, BBDO New York, updates the idea of a 1991 commercial for regular Pepsi in which two pre-teen boys appeared to be ogling Crawford, but were really mesmerized by the new Pepsi can. The upcoming Diet Pepsi spot will depict the same scenario but will also reflect the changes that have occurred in Crawford’s life in the last 11 years. (She has since become a wife and mother.)

Also on the Oscars, Pepsi will unveil new spots for its Aquafina bottled water brand that feature former “Lifestyles of the Rich and Famous” host Robin Leach. The spots were created by Element 79, a division of
Omnicom, based in Chicago, and continue last year’s campaign, “So pure, we promise nothing.”