Advertising and promotion Diet Pepsi

diet pepsi b&p hand truck

while advertised alongside pepsi, diet pepsi began promoted independently in late 1960s. first television advertisement feature diet pepsi standalone product “girlwatchers,” placed focus on cosmetic aspects of beverage. musical jingle ad generated popular culture appeal extent recorded , played on radio, , later became top 40 hit.

since inception, musicians, professional athletes, actors , actresses have been featured prominently in promotion of diet pepsi. in 1985, following super bowl xix, game s respective quarterbacks, joe montana , dan marino, met in hallway of appeared football stadium. montana of winning team, buys marino diet pepsi, , marino promises buy drink next time. diet pepsi advertisement in same year featured geraldine ferraro, first woman run vice-president in u.s. when feature film top gun released on home video cassette in 1987, promoted via television advertisements – consisting of top gun pilot flying upside down while holding bottle of diet pepsi – paid pepsi. in exchange, film s production studio, paramount pictures, included 60-second diet pepsi advertisement on top gun vhs tapes. resulting cross-promotion first of kind, , after set record videocassette sales, described beginning of trend los angeles times.

in late 1980s, michael j. fox did commercials diet pepsi, including memorable commercial featured him making robot clone of himself. in commercial, fox s girlfriend (played lori loughlin) shows , accidentally hits fox door, causing him fall down chute basement. girlfriend takes robot clone on date , leaves real fox trapped.

during 1990s, r&b singer ray charles featured in series of diet pepsi ads featuring brand s then-current tagline, got right one, baby! supermodel cindy crawford became recurring celebrity endorser diet pepsi brand @ time well, beginning 1991 television ad in purchases can of drink vending machine on hot summer day. cindy crawford brought in 2002 introduce new packaging design diet pepsi, , again in 2005 promote revised slogan light, crisp, refreshing ad debuted during super bowl xxxix. in 2005 , 2006, recording artist gwen stefani appeared in advertisements related campaign in codes printed underneath diet pepsi bottle caps redeemed music downloads on apple itunes music store.

slogans

1964: can have cola , diet,
1964-1966: come alive, re in pepsi generation (together regular pepsi)
1966-1969: girls girl-watchers watch, drink diet pepsi
1967-1970: diet pepsi...someone watching
1970-1973: diet pepsi tastes great...you ll double take
1973-1974: 1-calorie sugar-free diet pepsi here
1974-1976: can it, can
1977-1978: diet pepsi...changing taste of america
1978-1980: re drinking diet pepsi...and shows
1980-1983: see it, don t
1983: sip irresistible
1984: taste. improved diet pepsi
1985–1986: diet pepsi. one-calorie choice of new generation
1987–1988: diet pepsi. choice of new generation
1988–1989: diet pepsi. taste s generations ahead
1989–1991: diet pepsi. right 1
1989–1992: diet pepsi. taste beats diet coke
1991–1994: got right 1 baby uh huh (sung ray charles diet pepsi)
1994: freshness dating diet pepsi




^ mccarthy, michael (april 17, 2005). dieting s laughing matter pepsi . usa today. retrieved april 21, 2011. 
^ brady, jim (february 27, 1985). hot news soft drinks . reading eagle. reading, pennsylvania. retrieved april 21, 2011. 
^ leo, jon (april 1, 1985). sexes: pitching motherhood , pepsi . time. retrieved april 21, 2011. 
^ kanner, bernice (may 25, 1987). word our sponsor: videocassette pitches . new yorker: 22–23. retrieved april 21, 2011. 
^ masters, kim (january 22, 1987). diet pepsi pop opening act `top gun` . chicago tribune. retrieved april 21, 2011. 
^ hunt, dennis (january 23, 1987). top gun : pepsi ad fires first shot . los angeles times. retrieved april 21, 2011. 
^ foltz, kim (december 7, 1989). media business; diet pepsi song upsets diet coke agency . new york times. retrieved april 21, 2011. 
^ macarthur, kate (february 4, 2005). pepsi s super bowl ad strategy: music , celebrities . advertising age. retrieved april 21, 2011. 
^ gibson, brad (february 1, 2005). pepsi unveils super bowl itunes commercials . mac observer. retrieved april 21, 2011.