Pepsi (always a sort of also-ran) needed an effective way to separate itself from the ubiquitous Coca Cola which long dominated the market. But Pepsi realized this could not be done overnight. Coke was simply too big, too iconic, too ubiquitous. But what if Pepsi could begin to carve out an emerging part of the market -- a part of the market guaranteed to grow?
The baby boomers (growing into their teens and early twenties) created a whole new demographic for Pepsi to pitch to in the 1960s. What would sometimes be called the “Pepsi Generation” reflected Pepsi's embrace of the boomers and a shift to advertising that met their wants and needs. This is how the "those who think young" campaign was born and it was hugely successful because it tapped into boomers' emerging role as carefree consumers now setting their own agenda with their own distinctive taste and lifestyle. Simply put, it was marketing genius and Pepsi's sales and profits soared.
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