World Cup Boosts Pepsi’s Brand Perception

pepsi world cup marketing

Soccer star Lionel Messi shooting a Pepsi campaign

While most of the World Cup action is taking place on the soccer field, many brands are trying to capitalize on the excitement with marketing and advertising campaigns. The World Cup has just six official sponsors, but many brands are finding creative ways to cash in on the World Cup buzz.

As reported by the Wall Street Journal, a new YouGov BrandIndex report shows that many brands including JLG’s client Pepsi have seen a boost in brand perception thanks to their World Cup brand marketing efforts. While Pepsi is not an official sponsor of the World Cup, the brand has run soccer themed advertisements during the games, which led to a 4% increase in brand awareness for Pepsi.

Many other brands who are not official sponsors have also enjoyed increased brand awareness thanks to their World Cup campaigns. The YouGov BrandIndex findings highlight an ongoing debate on the value of working with FIFA as an official sponsor. Marketing Magazine recently shared that many US consumers incorrectly believe many brands including Pepsi are official sponsors. In this case, guerrilla marketing has been extremely effective for many brands even though they are barred from using the World Cup and FIFA logos and names in their marketing materials. Through partnerships with top soccer stars brands are able to allude to the World Cup without actually mentioning it; allowing the brands to take advantage of this major global sporting event without the huge price tag of an official sponsorship.

Pepsi Unveils Its First Global Fashion Capsule Collection

pepsi live for now

Pepsi has introduced its “Live for Now” Capsule Collection to enliven the brand’s 2014 football campaign. The new line encompasses streetwear, accessories and electronics created in partnership with a mix of both established and emerging international designers including Original Penguin by Munsingwear, B&O PLAY, Gents, Goodlife, Del Toro and SHUT. The collection will be available at top retailers around the world including Bloomingdale’s in the U.S., colette in Paris, and Liberty in London.

As a major component of Pepsi’s “The Art of Football” program, the collection showcases vibrant artwork from six of the hottest street artists around the world – the UK’s professional doodle bomber, Hattie Stewart; Argentinean urban artist, Jaz; Brazilian illustrator and street artist Ricardo AKN; Spanish-based visual artist ZosenMerijn Hos, visual artist from the Netherlands and Argentinean street artist Ever.

The Pepsi “Live for Now” Capsule Collection spans multiple categories, including fashion apparel and accessories, electronics and skateboards. The line consists of men’s t-shirts, zip jackets and swim trunks from Original Penguin, high-quality headphones from Bang & Olufsen’s B&O PLAY line, baseball caps from Gents, luxury t-shirt jerseys and sweatshirts from Goodlife, handmade leather chukka sneakers and slippers from Del Toro and artful skateboards from SHUT– with all items displaying one of the artists’ inspired designs.

pepsi live for now fashion

The line debuted last week at Bloomingdale’s New York City flagship and 15 stores across the U.S., as well as at participating designers’ storefronts and online e-commerce. Additionally, colette in Paris will carry the full collection and Liberty in London will stock the Original Penguin items.

The Joester Loria Group, the exclusive licensing agency for PepsiCo North America, continues to work with Pepsi to expand the brand’s fashion platform, look for more collaborations coming soon! Pepsi’s latest foray into the fashion category was covered by trade outlets like License! Global and Retail Merchandiser.

For more information on the Pepsi “Live for Now” Capsule Collection, visit and follow the conversation online with #LiveForNow.

Pepsi Adds New Licensing Partner

In a deal brokered by the Joester Loria Group, the Pepsi lifestyle program is expanding with the addition of new licensing partner JC Fits. JC Fits, a leading manufacturer of fashion apparel, will introduce a collection of trend-driven fashion tops into market.

The Pepsi line will be refreshed seasonally and is set to include a variety of styles and accents such as tanks, crop tops, fringe and unique cut and sew silhouettes. The collection will leverage Pepsi’s strong pop culture relevance to deliver styles that reflect today’s more contemporary trends. The Pepsi line will debut this 2014 Holiday, targeting juniors fashion departments at specialty, boutique and department stores, with a suggested retail price range of $14.99 to $39.99.

Fashion continues to play an increasing role in the Pepsi lifestyle program and the Joester Loria Group will be announcing exciting new partnerships in the coming months.

Pepsi’s Coolers On Display

After partnering earlier this year to expand Pepsi into a brand new category, Permasteel’s collection of vintage Pepsi coolers are now available!  The new coolers made their debut last week at the National Hardware Show, which ran from May 6-8 at the Las Vegas Convention Center,  where more than 2,600 exhibitors and 27,000 industry professionals were in attendance.

The Pepsi collection consists of high quality stainless steel constructed indoor/outdoor coolers, all with an 80 quart capacity, that offer consumers a fun way to cool and store their favorite beverages. The line features iconic Pepsi logos and brand imagery and retails for between $99 to $249.

Permasteel is the latest licensee to partner with The Joester Loria Group in expanding Pepsi’s multi category licensing program.

Pepsi’s Latest Brand Extension

Last week Women’s Wear Daily reported about Pepsi’s new Live For Now apparel and accessories capsule collection launching at Bloomingdales for Father’s Day. Enlisting a variety of fashion and technology brands like Original Penguin, Del Toro, and Bang & Olufsen to create merchandise for the new line, the 60-piece collection will launch on May 21 at select Bloomingdale’s locations supported with dedicated window displays and also will be available at The line spans several categories including men’s knit tops, swimwear, leather footwear, and skateboards, all inspired by Pepsi’s brand assets.

Pepsi has always connected to fashion and working closely with our client, The Joester Loria Group will continue to extend the Pepsi brand in new and exciting fashion collaborations.

PepsiCo Renews MLB Sponsorship

Just in time for the beginning of baseball season, PepsiCo recently announced the extension of their longstanding sponsorship agreement with Major League Baseball. Under the new agreement, PepsiCo will maintain exclusive rights to use the MLB marks and logos for the non-alcoholic beverage, sports fuel and salty snack categories. Several brands under the PepsiCo umbrella including Pepsi, Gatorade, Aquafina, Frito-Lay Seeds, Cracker Jack and Lay’s will remain MLB sponsors.

To promote the partnership, PepsiCo will execute local and national marketing campaigns that will include retail promotions for consumers. PepsiCo will also be incorporated into MLB’s TV, mobile and digital content. Additionally, PepsiCo brands will activate at key MLB events throughout the year such as the All-Star Game and World Series.

Individual PepsiCo brands will support the partnership through a variety of marketing initiatives. For example, Pepsi will launch its “For the Thrill of the Game” campaign, highlighting baseball fans’ passion for the sport. The campaign will be supported with digital content hosted on Meanwhile, Gatorade is releasing an advertising campaign starring the MLB’s Bryce Harper.

Other brands will also get in on the action. Aquafina remains the “Official Water of Major League Baseball” and also becomes the “Official Sponsor of the Seventh Inning Stretch” this season with special on-package promotions. Frito-Lay brands will develop team specific point-of-sale displays in select markets where it has a team sponsorship.

In addition to its sponsorship deal with the MLB, PepsiCo also has sponsorship agreements with more than half of the MLB teams and more than a dozen MLB athletes. This brand partnership allows PepsiCo to capitalize on the popularity of baseball along with the MLB brand’s loyal fanbase.

Pepsi & Mountain Dew Licensing Programs Add New Housewares

The Joester Loria Group is working with its client to grow the Pepsi and Mountain Dew brand licensing programs with new tabletop, entertaining and home décor partners.  Both beverages are always a key element to entertaining and these new housewares and home décor items will give extra pop to any home.

Pepsi is essential to entertaining and Permasteel’s line of coolers will further extend the life of the party by offering consumers a chic way to cool and store their beverages.  The line consists of high quality indoor/outdoor coolers, sleek silhouettes and graphics that tap into Pepsi’s most iconic logos and imagery. Pepsi coolers will hit stores Spring 2014, retailing for $99 to $249. joins the Pepsi program for print-on-demand art and photographic prints, posters, canvas and wall decor.  Utilizing Pepsi’s 110+ years graphic archive, will house iconic artwork and advertisements for their print-on-demand capabilities. This exciting partnership allows Pepsi consumers to truly connect with the brand, picking favorite pieces to incorporate into their homes.

A leader in glassware and kitchen accessories, iCup joins the PepsiCo portfolio with a line consisting of everyday glasses, pitchers, canisters and trays along with a set of acrylic and melamine products set to follow market trends. The Pepsi collection will take inspiration from the brand’s youthful pop image and its 100+ years of logos and graphics to design both modern and retro houseware items.

In contrast, the Mountain Dew collections will reflect an edgy and high energy spirit with innovative design as well as call upon Dew’s playful hillbilly heritage with mason jars and other novelty items.

Both assortments will launch in the Spring of 2014, with broad retail reach, targeting channels from mass up to specialty.

To further Mountain Dew’s home décor,  Advanced Graphics joins the program for a line of cardboard stand-up wall decals. The unique items will be found at specialty stores and across major e-commerce platforms such as starting February 2014.

As the official North American licensing agent for PepsiCo, The Joester Loria Group is excited to welcome these new partners to the brand’s licensing portfolio.

Pepsi Partners With Concept One in New Licensing Deal

In a deal brokered by the Joester Loria Group, Pepsi’s lifestyle  program is expanding through a new licensing deal with Concept One.

Concept One will introduce seasonal collections to include a broad range of Pepsi headwear, cold weather gear, and a line of board shorts.  Additional coordinating  accessories will complement the collections including slippers and flip flops.

The collection will leverage Pepsi’s long history as an iconic brand as well as its strong pop culture relevance to deliver styles that are vintage-inspired but live up to today’s more contemporary trends. The line is slated for a Spring 2014 launch, targeting retail channels from mass to specialty, with a suggested retail price range of $9.99 to $29.99.

A trusted partner, Concept One is also a licensee for PepsiCo’s Mountain Dew with a successful line of Mountain Dew headwear, board shorts and flip flops available at retailers nationwide.

Pepsi and Kellogg’s Named Among Most Respected Brands

The Joester Loria Group is delighted to share that two of our clients have been named among the most respected brands in this year’s Corporate Branding Index.  CoreBrand’s Corporate Branding Index provides benchmarking data and brand evaluations for over 1,000 companies across 54 industries and is a leading full-service brand consultancy agency.  Their prestigious report names the top 10 most respected corporate brands based on their Familiarity and Favorability data. Brands with the highest rank are defined by CoreBrand as the most respected. We are thrilled that PepsiCo is tied for the top position and Kellogg’s is number seven on the 2013 list.

As the North American licensing agency for both Pepsi and Kellogg’s, we strive to develop innovative and successful brand extensions. We ensure that all licensing activity is strategically aligned with the brand’s core values, therefore enhancing the overall familiarity and favorability.  We are so proud of both Pepsi and Kelloggs and look forward to continuing to expand their ever-growing licensing programs.

License Global and Pr Newswire have shared this fantastic news. The complete Corporate Branding Index report can be viewed here.


Pepsi Continues Its Iconic Summer Campaign

Earlier this summer, our client Pepsi hosted a “Dance for a Chance” competition which gave fans the opportunity to win a trip to New York City to meet superstar Beyonce at the August 4th stop of her “Mrs. Carter World Tour” in Brooklyn. To enter the competition, fans had to submit videos of themselves dancing inspired by Beyonce’s Pepsi commercial.

The eight winners were also given the chance to work with Beyonce’ choreographer Chris Grant, who taught them the routine for the singer’s hit song, “Grown Woman.”  After working with Grant, they also met Beyonce and showed off their dance moves for her in person.

Mashable recently shared an exclusive video which shows the eight winners meeting Beyonce and dancing for her.  The winners were outfitted in Pepsi vintage tees and tanks, available at the Pepsi Shop

This competition was part of Pepsi’s larger “Iconic Summer” marketing campaign which they promoted through several important pop culture events like the MTV Video Music Awards, the MLB All-Star Game, the Macy’s 4th of July Fireworks Spectacular, the CMT Awards, the CMA Festival, the Gulf Coast Jam and Clear Channel’s free concert series.