"A 'biker' doesn't ride a scooter but that prejudice will be broken down eventually, " suggests Tony Jakeman, marketing manager of BMW Motorrad.

BBC: The rush to the scooter

Jakeman: What informed it was a rigorous review around the world over 10 months to really answer the question of, does a Pepsi loyalist have a distinct set of values by which they live their lives that are distinct and separate from our competitors and could those be codified into a single positioning for the brand that could work globally?

FORBES: Pepsi's Brad Jakeman And Simon Lowden Explain Rationale Behind New 'Live For Now' Global Campaign