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Pepsi is investing in a refreshed international brand strategy called “Thirsty for More” which will see it position itself as the soda of choice for young, adventurous consumers.
The drinks giant said in a statement it’s hoping to appeal to a demographic it called “Generation Thirsty” with a new creative north star that will unify its approach to advertising beyond the U.S.
Agencies in each market will create ads, content and experiences built around this positioning, with a particular focus on leaning into fandoms around verticals like sports and music.
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