Pepsi does an outstanding job advertising its cola products on television. Television ads have been such a hit for the company in the past, featuring such advertisements as 1993’s “Be Young, Have Fun, Drink Pepsi,” spotlighting NBA superstar Shaquille O’Neal; 1997’s “GeneratioNext” featuring the Spice Girls and rejuvenating the long-running generation theme; and 1999’s “The Joy of Cola” featuring the voices of Marlon Brando, Issac

Within 20 years, those baby boomers’ children were now called the “New Generation” of Pepsi drinkers by the cola company’s new advertising campaign. As one of the two major cola manufacturers, Pepsi-Cola works hard to keep its faithful customers while at the same time finding improved ways to attract a new legion of fans.

The product life cycle “describes the stages a really new product idea goes through from beginning to end. The product life cycle is divided into four major stages: market introduction, market growth, market maturity, and sales decline (Perreault, McCarthy, 2001, p. 270).” The below graph illustrates the life cycle.

Pepsi also participates in radio campaigns. This is another area of advertising that has helped contribute to the continued success of the company. 1991’s “You Got the Right One Baby Uh-Uh” featuring Ray Charles and the Uh-Uh girls hit radio and television airwaves and become one of the most popular campaigns in 1991. In 2000, “The Joy of Cola” brought a fresh new jingle for consumers to remember, as it was constantly played on radios across the United States. “The Joy of Cola” was such a success, that in 2001, Pepsi updated this slogan to the “Joy of Pepsi” spotlighting Britney Spears. Pepsi projected that this commercial would be anticipated by consumers and offered an on-line debut where more than two (2) million fans clicked their way to Britney’s own version of the “Joy of Pepsi” (http://www.pepsi.com). Currently, Pepsi sponsors Pepsi Sound, which is played on radio stations such as 96.1 Kiss FM and

In the summer of 2003, Pepsi is sponsoring Pepsi Smash on the WB television network Wednesday evenings at 9:00 PM. For six weeks this summer, Pepsi will present a one-hour live concert featuring as many as five groups or artists. What is unique about these shows is that these groups or artists will not lip-sync or sing to a track; everything is live. Pepsi Smash will bring today’s favorite artists such as Blackeyed Peas, Jewel, Ashanti, Michelle Branch, and many more to viewers each Wednesday (http://wb17.trb.com). Pepsi’s concert series is an exciting and intriguing way to publicly bring its name to television viewers. By showcasing today’s hottest artists and linking its name to them, Pepsi is reaching out to its pre-teen and teenage audience like never before. Viewers see the Pepsi brand from another angle instead of the usual television com

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