PEPSI-Refresh Everything

Visual Description:
The ad is a comparison between the past and present. Political and social philosophies of each generation are presented in the form of iconic people and images. Bob Dylan and Will.I.Am begin the list of celebrities in this montage of American pop-culture. Simultaneously, a version of Bob Dylan’s “Forever Young” featuring Will.I.Am begins to play throughout the ad. Their profile shots are paused and compared in a split screen as Pepsi’s logo for the new “Refresh” campaign subtly appears between them. The collection of single shots that shortly follow is not only comprised of celebrities but also of historic moments in comparison to current events. The final shot is a split screen of two teenage girls sitting in a diner and drinking a Pepsi. The one on the left is dressed in 50’s attire drinking out of a glass bottle while the one on the right is dressed in contemporary clothes drinking out of an aluminum can. The “Refresh” logo appears once more with a voice over reciting, “Every generation refreshes the world.” The ad concludes with the campaign’s web address above the product.

Meaning of the ad:
Pepsi’s “Refresh Everything” campaign is distinguished as a social and political movement for a generation saturated by pop-culture. This particular ad features different individuals who are unified through similar philosophies. The montage of iconic celebrities gives appreciation to the roots of our contemporary world. It is a story glorifying youth and their impact on society. Pepsi’s omnipresence makes it a functioning and necessary part of generations to come. It is not just a product but a timeless necessity of pop-culture.

Target Consumer:
This ad targets males and females, 18-25, and speaks strongly to artists of different skills and backgrounds. Their “Refresh Everything” interactive website specifically targets an audience most likely to be in college. It has links to their Facebook and Youtube pages, interview videos with endorsed celebrities, and even videos uploaded from ordinary consumers.

Product Benefit:
It’s an enjoyable beverage that is part of an active lifestyle. In this case, an active lifestyle encompasses all the different niches in music, sports, arts, etc. Pepsi is a symbol of youth with nostalgic value.

Consumer Benefit:
Drinking a Pepsi makes the consumer a part of something bigger than just someone who enjoys carbonated beverages. They become part of the “Refresh” movement. It shows others that the consumer is not just a mindless cola drinker but an individual who is interested in making the world a better a place.

Tone and Voice:
The ad uses a nostalgic tone when comparing the past with the present. The images are positive reminders that the young generations will always be united.