Ads and History - Highlights

For over 100 years, Pepsi-Cola has produced some of the finest soft drink ads available anywhere in the world. From today's "Joy of Pepsi," as sung by Britney Spears, to yesterday's "Nickel, Nickel" (1939), our ads are as memorable as the products we produce. Check out highlights of our favorite ads here.

2004: Pepsi unveils five new TV commercials for Pepsi and Sierra Mist on Super Bowl XXXVIII, making this the 19th straight year that Pepsi has advertised in the big game.
• On Super Bowl Sunday, Apple and Pepsi officially launch a historic promotion to legally give away millions of free songs to Mac and Windows PC users from Apple's iTunes Music Store.
• On the Academy Awards telecast, Diet Pepsi stole the spotlight as the country’s fastest-growing major soft drink bowed a new advertising campaign with the tagline, “Diet Pepsi. It’s the Diet Cola. The zero-calorie cola brand illustrates how it is the best option to go with food and social occasions, much like its sister brand, Pepsi-Cola.
• Two popular sportscasters help turn life’s everyday moments into a cause for celebration in a new advertising campaign for Pepsi EDGE, the new cola with full-flavored taste but half the sugar, carbs & calories of regular colas. The campaign tagline, "This moment deserves a Pepsi EDGE," reminds consumers that they can reward themselves with a Pepsi EDGE for completing even the simplest of tasks.
• Mountain Dew brings nostalgia back into pop culture as it introduces new commercials featuring the classic Mad Magazine "Spy vs. Spy" characters — who will stop at nothing to get their Dew.

2003: Pepsi-Cola unveils a new advertising campaign, "Pepsi. It's the Cola," which is the brand's first major campaign shift since 1999. The new campaign highlights the popular soft drink that goes with everything from food to fun.
• Pepsi's last major campaign change was in 1999, when it debuted "The Joy of Cola," which became "The Joy of Pepsi" in 2000.
• Pepsi updates its look with a bolder, more contemporary image that better captures the brand's youthful attitude.
• Mountain Dew offers its third line extension with Mountain Dew LiveWire, combining the unique citrus taste of Mountain Dew with a bold orange flavor. Available summer 2003.
• Pepsi's blockbuster summer promotion "Pepsi Play for a Billion" gives 1,000 consumers the chance to play for $1 billion on a live television show on The WB. A guaranteed $1 million prizewinner will be chosen and will then have a chance to win $1 billion without forfeiting the $1 million prize.
• In September, Richard Bay, a 42-year-old high school teacher from Princeton, West Virginia, became a millionaire on "Pepsi Play for a Billion" on The WB. Bay and the television audience then held their collective breath to see if he would also win the billion dollars. Instead, his number was two digits off the billion-dollar number, but Bay was still pleased with his cool million.

2002: In March, supermodel Cindy Crawford helps introduce a new look for Diet Pepsi. The updated graphics better represent the brand's light, crisp, refreshing qualities.
• Pepsi-Cola teams up with the National Football League, becoming its Official Soft Drink Sponsor.
• Pepsi declares, "It's a blue thing," and unveils Pepsi Blue in July. A fusion of berries with a splash of cola, the blue-hued soft drink is created by and for teens. Through nine months of research and development, Pepsi asks young consumers what they want most in a new cola. Their response: "Make it berry and make it blue."
• In December, American music and film sensation Beyoncé Knowles is welcomed as the newest member of the Pepsi family.

2001: The popular "Joy of Cola" tagline gets an update, becoming the "Joy of Pepsi." Three months later, Britney Spears stars in a blockbuster Pepsi commercial that breaks during the Academy Awards. An hour before the telecast, the high-energy spot debuts online, where more than 2 million fans click their way to Britney's own version of the "Joy of Pepsi."
• Thirsty consumers are invited to "discover a sensation as real as the streets," when cherry-flavored Mountain Dew Code Red is introduced.
• Pepsi puts a little twist on a great thing, unveiling the first national TV commercial for new lemon-flavored Pepsi Twist.

2000: The popular Pepsi Challenge makes its return, and consumers across the country let their taste decide the best cola and one-calorie cola. Helping launch the Challenge are two of baseball's top sluggers – Sammy Sosa and Ken Griffey Jr.
• On the airwaves, the "Joy of Cola" campaign is a hit as "Pepsi Girl" Hallie Eisenberg rocks with pop star Faith Hill and perennial rockers KISS.
• Among those doing the Dew is hip-hop artist Busta Rhymes, and Aquafina launches its first-ever television advertising campaign.

1999: "The Joy of Cola" new advertising campaign for brand Pepsi features the voices of actors Marlon Brando, Issac Hayes and "Queen of Soul" Aretha Franklin.
• Pepsi and Lucasfilm team up again as Star Wars Episode 1, The Phantom Menace hits movie theaters. Consumer excitement is heightened as special Pepsi bottles and cans offer 24 different Star Wars characters. The collection series includes an all-gold Yoda can. In addition, Pepsi introduces animated character "Marfalump," Star Wars' biggest fan, in its ads supporting the film.
• In a dramatic restructuring of this business, Pepsi announces one of the largest IPOs in history. On March 31, 1999, the Pepsi Bottling Group, Inc. (PBG) becomes a publicly traded company and the largest Pepsi bottler (http://www.pbg.com).

1998: Pepsi celebrates its centennial year with a birthday party attended by Pepsi-Cola bottlers from all over the world. Joining the festivities are Pepsi stars and friends, including Ray Charles, Kool and the Gang and the Rolling Stones. President and Mrs. George Bush, Lady Thatcher and Walter Cronkite also help to commemorate the occasion where the legacy of Pepsi is honored, and a new look for the millennium is unveiled: the three-dimensional symbol for one Pepsi family – poised for innovation and world leadership as it enters the new century.

1997: "GeneratioNext" signals a return to the long-running "generation" theme, and pop stars, The Spice Girls, build on the excitement of Pepsi advertising.
• A group of disco-dancing bears high-step their way into national popularity when they feel the pull of Pepsi and the beat of the Village People.

1996: The "Nothing Else Is A Pepsi" campaign makes its point in a memorable way when "Security Camera" catches a competitor's salesman preferring Pepsi.
• Lucasfilm and Pepsi agree to a long-term partnership for the Star Wars films and sequels.

1995: America raves over the new "Nothing Else Is A Pepsi" advertising campaign. The commercials achieve the highest popularity ratings ever and win top honors at the prestigious Cannes Advertising Festival.
• Pepsi is now the "Choice of a New Generation" in 195 countries around the world.

1994: Pepsi teaches consumers the importance of product expiration dates by adding "Freshness" information to each and every package sold.

1993: "Be Young, Have Fun, Drink Pepsi" advertising starring basketball superstar Shaquille O'Neal is rated as best in the U.S.

1992: Celebrities join consumers, declaring that they "Gotta Have It." The interim campaign supplants "Choice of a New Generation" as work proceeds on new Pepsi advertising for the '90s.
• Mountain Dew growth continues, supported by the antics of an outrageous new Dew Crew whose claim to fame is that, except for the unique great taste of Dew, they've "Been There, Done That, Tried That."

1991: "You Got the Right One Baby" is modified to "You Got the Right One Baby, Uh-Huh!" The "Uh-Huh Girls" join Ray Charles as backup singers, and a campaign soon to become the most popular advertising in America is on its way.
• Supermodel Cindy Crawford stars in an award-winning commercial made to introduce the updated Pepsi logo and package graphics.

1990: Teen stars Fred Savage and Kirk Cameron join the "New Generation" campaign, and football legend Joe Montana returns in a spot challenging other celebrities to taste their colas against Pepsi.
• Music legend Ray Charles stars in a new Diet Pepsi campaign, "You Got the Right One Baby."

1989: "The Choice of A New Generation" theme expands to categorize Pepsi users as "A Generation Ahead."

1988: Michael Jackson returns to "New Generation" advertising to star in a four-part "episodic" commercial named "Chase." The ad airs during the Grammy Awards program and is hailed by the media as "the most watched commercial in advertising history."

1987: After an absence of 27 years, Pepsi returns to New York's famed Times Square with a spectacular 850-square-foot electronic display billboard, declaring Pepsi to be "America's Choice."

1985: Lionel Ritchie leads a star-studded parade into "New Generation" advertising followed by pop music icons Tina Turner and Gloria Estefan. Sports heroes Joe Montana and Dan Marino are part of it, as are film and television stars Teri Garr and Billy Crystal.
• Geraldine Ferraro, the first woman nominated to be vice president of the U.S., stars in a Diet Pepsi spot. And the irrepressible Michael J. Fox brings special talent, style and spirit to a series of Pepsi and Diet Pepsi commercials, including a classic, "Apartment 10G."

1984: A new generation has emerged – in the United States, around the world and in Pepsi advertising, too. "Pepsi. The Choice of a New Generation" announces the change, and the most popular entertainer of the time, Michael Jackson, stars in the first two commercials of the new campaign. The two spots quickly become "the most eagerly anticipated advertising of all time."

1983: The soft drink market grows more competitive, but for Pepsi drinkers, the battle is won. The time is right and so is their soft drink. It's got to be "Pepsi Now!"

1982: With all the evidence showing that more people prefer the taste of Pepsi, the only question remaining is how to add that message to Pepsi Generation advertising. The answer? "Pepsi's Got Your Taste for Life!" – a celebration of great times and great taste.

1979: With the end of the '70s comes the end of a national malaise. Patriotism has been restored by an exuberant celebration of the U.S. bicentennial, and Americans are looking forward to the future with renewed optimism. "Catch that Pepsi Spirit!" catches the mood, and the Pepsi Generation carries it forward into the '80s.

1976: "Have a Pepsi Day" is the Pepsi Generation's upbeat reflection of an improving national mood. "Puppies," a 30-second snapshot of an encounter between a very small boy and some even smaller dogs, becomes an instant commercial classic.

1975: The Pepsi Challenge, a landmark marketing strategy, convinces millions of consumers that more people prefer the taste of Pepsi.

1973: Pepsi Generation advertising continues to evolve. "Join the Pepsi People, Feelin' Free" captures the mood of a nation involved in massive social and political change. It pictures us the way we are – one people, but with many personalities.

1969: "You've Got a Lot to Live. Pepsi's Got a Lot to Give" marks a shift in Pepsi Generation advertising strategy. Youth and lifestyle are still the campaign's driving forces, but with "Life/Give," a new awareness and a reflection of contemporary events and mood become integral parts of the advertising's texture.

1967: When research indicates that consumers place a premium on the superior taste of Pepsi when chilled, "Taste That Beats the Others Cold. Pepsi Pours It On," emphasizes the brand's product superiority. The campaign, while product-oriented, adheres closely to the energetic, youthful lifestyle imagery established in the initial Pepsi Generation campaign.

1966: The first independent Diet Pepsi campaign, "Girlwatchers," focuses on the cosmetic benefits of the low-calorie cola. The ad's musical theme becomes a Top 40 hit. Advertising for another new product, Mountain Dew, a regional brand acquired in 1964, airs for the first time, built around the instantly recognizable tag line, "Ya-Hoo, Mountain Dew!"

1964: A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising.

1963: In one of the most significant demographic events in commercial history, the post-war baby boom emerges as a social and marketplace phenomenon. Pepsi recognizes the change and positions Pepsi as the brand belonging to the new generation – The Pepsi Generation. "Come Alive! You're in the Pepsi Generation" makes advertising history. It is the first time a product is identified, not so much by its attributes, as by its consumers' lifestyles and attitudes.

1961: Pepsi further refines its target audiences, recognizing the increasing importance of the younger, post-war generation. "Now It's Pepsi, For Those Who Think Young" defines youth as a state of mind as much as a chronological age, maintaining the brand's appeal to all market segments.

1959: Soviet Premier Nikita Krushchev and U.S. Vice President Richard Nixon meet in the soon-to-be-famous "kitchen debate" at an international trade fair in Moscow. The meeting, over cups of Pepsi, is photo-captioned in the U.S. as "Krushchev Gets Sociable."

1958: Pepsi struggles to enhance its brand image. Sometimes referred to as "the kitchen cola," as a consequence of its long-time positioning as a bargain brand, Pepsi now identifies itself with young, fashionable consumers with the "Be Sociable, Have a Pepsi" theme. A distinctive "swirl" bottle replaces the earlier straight-sided bottle.

1956: 149 Pepsi-Cola bottling plants are operating in 61 countries outside the U.S.

1954: "The Light Refreshment" evolves to incorporate "Refreshing Without Filling."

1953: Americans become more weight-conscious, and a new strategy based on lower caloric content of Pepsi is implemented with "The Light Refreshment" campaign.

1950: "More Bounce to the Ounce" becomes the new Pepsi theme as changing soft drink economics force Pepsi to raise prices to competitive levels. Alfred N. Steele becomes President and CEO of Pepsi-Cola. His wife, Hollywood movie star Joan Crawford, is instrumental in promoting the company's product line.

1949: "Why Take Less When Pepsi's Best?" is added to "Twice as Much" advertising.

1948: The Pepsi-Cola corporate headquarters moves from Long Island City, New York, to Midtown Manhattan. Pepsi is produced in cans for the first time.

1947: International profits reach $6,769,000. Pepsi moves into the Philippines and Middle East.

1943: The "Twice as Much" advertising strategy expands to includes the theme, "Bigger Drink, Better Taste." Sugar is again rationed during World War II. To counter the effects of rationing, Mack purchases a sugar plantation in Cuba, which proves to be a highly profitable venture.

1941: In support of America's war effort, Pepsi changes the color of its bottle crowns to red, white and blue. A Pepsi canteen in Times Square, New York, operates throughout the war, enabling more than a million families to record messages for armed services personnel overseas. Pepsi-Cola Company, until now a subsidiary of Loft Incorporate, is merged with Loft. Since the Pepsi brand name has become more famous than that of its owner, the parent company's name is changed to Pepsi-Cola Company. Pepsi-Cola stock is traded on the New York Stock Exchange for the first time.

1940: Pepsi makes advertising history with the first advertising jingle ever broadcast nationwide. "Nickel, Nickel," will eventually become a hit record and will be translated into 55 languages. A new, more modern logo is adapted.

1939: Having survived the Great Depression and a handful of ownership changes, Pepsi is still being sold in a 12-ounce bottle for just a nickel – twice as much refreshment as other soft drinks for the same price. A newspaper cartoon strip, "Pepsi & Pete," introduces the theme, "Twice as Much for a Nickel," to increase consumer awareness of the Pepsi value advantage. Walter S. Mack Jr. is elected President of Pepsi-Cola Company.

1938: The trademark is registered in the Soviet Union. There are 85 Pepsi-Cola bottlers operating under franchise agreements across Canada.

1936: Pepsi-Cola Limited of London is established. 94 new U.S. franchises are granted. Year-end profits reach $2,100,000.

1935: Pepsi-Cola operations are moved to Long Island City, New York. The company sets up national territorial boundaries for the Pepsi bottler franchise system. Compania Pepsi-Cola de Cuba is formed.

1934: A landmark year for Pepsi-Cola. The drink is a hit, and to attract even more sales, Pepsi begins selling a 12-ounce bottle for five cents – the same price charged by its competitors for six ounces. The 12-ounce bottle debuts in Baltimore, where it is an instant success. The cost savings prove irresistible to depression-worn Americans, and sales skyrocket nationally. Pepsi-Cola Company of Canada Limited is formed. Caleb Bradham, the founder of Pepsi-Cola and "Brad's Drink," dies.

1932: The trademark is registered in Argentina.

1931: U.S. District Court for Eastern District Virginia declares the National Pepsi-Cola Company bankrupt. Loft, Inc., the giant candy company, buys Pepsi-Cola Company.

1928: After five continuous losing years, the company is reorganized as the National Pepsi-Cola Company.

1923: Pepsi-Cola Company is declared bankrupt and its assets are sold to a North Carolina concern, Craven Holding Corporation, for $30,000.

1922: An attempt at reorganization fails as few shares of stock are sold and investor interest in the new company wanes.

1921: The collapse of the sugar market results in enormous financial losses for Pepsi-Cola Company. Bradham attempts to put the company back on its feet by borrowing cash and selling assets and additional shares of stock. But by the end of the year, the company is insolvent and the bottling network collapses. Only two plants remain open.

1920: Pepsi appeals to consumers: "Drink Pepsi-Cola. It Will Satisfy You." The price of sugar on the New York Exchange reaches 26 cents per pound. Bradham gambles on the price going higher and buys large stocks of sugar. By the end of the year, sugar demand slows on the open market and the price drops to a catastrophic low of two cents per pound.

1917-18: Price controls hold sugar at 5-1/2 cents per pound during WWI. When the war ends, so do the price controls. The price of sugar begins an upward spiral.

1910: The first Pepsi-Cola bottlers' convention is held in New Bern, North Carolina.

1909: Automobile racing pioneer Barney Oldfield becomes the first celebrity to endorse Pepsi when he appears in newspaper ads describing Pepsi: "A bully drink…refreshing, invigorating, a fine bracer before a race." The theme "Delicious and Healthful" appears and will be used intermittently over the next two decades.

1908: Pepsi-Cola becomes one of the first companies to modernize delivery from horse-drawn carts to motor vehicles. A total of 250 bottlers are now under contract in 24 states.

1907: Pepsi-Cola Company continues to expand. The bottling network reaches 40 franchises. The trademark is registered in Mexico, and syrup sales top 100,000 gallons.

1906: The logo is redesigned and a new slogan is added: "The Original Pure Food Drink." The Pepsi-Cola trademark is registered in Canada. There are 15 Pepsi bottling plants in the U.S., and syrup sales reach 38,605 gallons.

1905: A new logo appears, the first change from the original created in 1898. First Pepsi-Cola bottling franchises are established in Charlotte and Durham, North Carolina.

1904: Bradham purchases a building in New Bern known as the Bishop factory for $5,000 and moves all bottling and syrup operations to this location. Sales increase to 19,848 gallons.

1903: "Doc" Bradham moves the bottling of Pepsi-Cola from his drugstore to a rented warehouse. In keeping with its origin as a pharmacist's concoction, Bradham's advertising praises his drink: "Exhilarating, Invigorating, Aids Digestion." And he sells 7,968 gallons of syrup in his first year of operation.

1902: The instant popularity of this new drink leads Bradham to devote all of his energy to developing Pepsi-Cola into a full-fledged business, and he applies for a trademark with the U.S. Patent Office in Washington, D.C. The first Pepsi-Cola Company is formed.

1898: One of Bradham's formulations, known as "Brad's Drink," a combination of carbonated water, sugar, vanilla, rare oils and kola nuts, is renamed "Pepsi-Cola" on Aug. 28.

1893: Caleb Bradham, a young pharmacist from New Bern, North Carolina, begins experimenting with many different soft drink concoctions; patrons and friends sample them at his drug store fountain.