Pepsi and PepsiCo: Advertising

The 1960s also saw the emergence of the baby boomers as a huge new market. To tap into this market, Pepsi created what would become its most successful advertising campaign to date: “The Pepsi Generation.” (In 1984, Pepsi launched a campaign targeting the baby boomers’ children: Pepsi was “The Choice of a New Generation.”) Pepsi’s move into the growing youth market would eventually give it the number-one position in soft-drink popularity. In 1965, company president Donald Kendall engineered a merger between Pepsi-Cola and Frito-Lay to form PepsiCo.