Thinking like a true challenger brand back in the 1960s, The Pepsi Generation was the theme of an advertising campaign for Pepsi.

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Narrative brand strategies across multiple channels can be hugely successful, but Pepsi is having a hard time finding the new Pepsi generation because it needs to find itself first.

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In part, the strategy was to use social media to promote the image of PepsiCo as the good company, and, it was hoped, to colonize some part of the digital generation as the next Pepsi Generation.

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Wine for the Pepsi Generation.

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The original next generation brand was Pepsi.

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So as not to compete with Coca-Cola on its own playing field, Pepsi continues to bill itself as the choice of a new generation, a change you can believe in, so to speak.

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