Now Pepsico tries ‘Team Pepsi’ agency formula as it plans first global campaign ‘Live for Now’

And pretty gruesome ‘Live for Now,’ sounds, focussing on ‘pop culture,’ as opposed to what’s in the can.

According to Pepsi US marketing boss Simon Lowden:”When we look at what Pepsi really stands for, we’ve been an entertainment platform for as far back as anyone can remember. But there have been times in the last decade where we haven’t been in the right place in entertainment around the world, haven’t been at the forefront.” And we always thought it was a soft drink.

In the campaign, Pepsi will partner with emerging bright young things from music to sports. The first ad, which breaks in the US on May 7, features a cameo from performer Nicki Minaj (pictured).

Anyway there are a number of interesting things about this: one, that it’s Pepsi’s first global campaign, two that its about entertainment (although Pepsi has been barking up this tree for years, it’s currently sponsoring Simon Cowell’s X Factor in the US) and, three, that the ads are a collaboration between Omnicom agencies TBWA Chiat Day (its US agency) and BBDO, which handles Pepsi in most other markets.

But more than this, Pepsi says it’s working to create a “unique agency model’ from the two to “get the best of both the TBWA talent and the BBDO talent without having to run two separate agency structures.”

Unique this isn’t, of course, WPP has been doing it for years for various clients, most notably Ford and least successfully the short-lived Enfatico agency for Dell. It’s recently done it for both Vodafone and News Corporation in the UK (the lead agencies are RKCR/Y&R and Grey respectively). Omnicom’s Goodby Silverstein has recently been forced into a shotgun civil partnership with Interpublic’s McCann to form Commonwealth, General Motors’ CMO Joel Ewanick’s new global Chevrolet agency.

Pepsi’s unique formula’ seems more like a way to get two agencies for the price of one. which won’t go down very well at all at Omnicom HQ.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.