Pepsi to catch them young with new ads

New Delhi: Pepsico to launch new and more aggressive advertising campaign from next month targeting the "millennial" generation.

As per the new ad strategy, the company would change the look of its cola bottles and cans more than 35 times this year to attract young consumers globally.

Face change of products has given first priority as Pepsi-Cola's look has changed just 10 times in its 109 years of existence.

The new steady rotation of designs reflects the fast, ever-changing interests of the elusive "millennial" generation, the beverage and snack-food company said.

"We've learned that young people embrace change and seek discovery, connectedness, personalization and multiculturalism. We believe this restyle touches on all these trends," said Ron Coughlin, chief marketing officer, PepsiCo International.

"Now our consumers will have a different experience each time they buy a Pepsi."

"We're changing the way we interact with consumers – and now we're doing it on their terms," said Cie Nicholson, senior vice president and chief marketing officer of Pepsi-Cola North America.

Pepsi's global brand restyle will be highlighted in new thematic ad campaigns.

The company said there will be interactive online promotions, such as inviting consumers to help design a Pepsi billboard ad that will run in New York City's Times Square in April.

The campaign, targeting teens and young adults with images of sports, music, fashion and cars, will involve changing the look of Pepsi Cola bottles and cans every few weeks while the logo and name-lettering will remain the same.

Not only will the packages look different, but they'll be different. Pepsi bottles, cans and cups will give consumers access to exclusive online content, games, contests and sweepstakes through unique web addresses on each of the designs.

The new graphics will be on more than eight billion Pepsi-Cola cans, bottles and cups throughout the world.