Pepsi Readies New Ad Campaign with Tagline:
'Pepsi. It's the Cola.'

Pepsi plans new ad campaign to debut around Thanksgiving. Would replace "Joy of Cola" tagline/campaign which were introduced in 1999, evolved into "Joy of Pepsi" and has run for several years; campaign has been popular with many bottlers. Sources tell BD new campaign's tagline will be: "Pepsi. It's the cola" or "It's the Cola." Also say some early adds in new campaign will use theme, Pepsi goes well with food. At recent Morgan Stanley investor conference, PepsiCo CEO Steve Reinemund says trademark Pepsi "is foremost on our minds for 2004." He also alludes to "new campaign." Asked about "Pepsi. It's the cola," Pepsi bottlers say: 1) "If that's it, it's a good one." 2) "I haven't heard, but that's aggressive and confident."