Pepsi Hopes a New Tagline Sticks

Pepsi is rolling out what it says is its first US tagline in 20 years: "That's What I Like." The company is introducing it in a round of new commercials, notes Ad Age, and it promises to stick with it in the hope it might have the enduring appeal of previous lines such as "The Taste of a New Generation" and the "Joy of Pepsi." A post at Fast Company thinks the smart money says this one will fade into obscurity with the great majority of such efforts. "Taglines are one of the stranger aspects of advertising," the post notes. "They’re largely pointless—until they’re not." A few manage to land, such as "Just Do It," "Think Different," and "Finger Lickin' Good," but most are forgotten pretty quickly. This one will be applied to Pepsi, Diet Pepsi, and Pepsi Zero Sugar ads for the foreseeable future. (More Pepsi stories.)