Love it. Live it. - Pepsi | Clapboard Ad Archive

Pepsi’s 2018 Love it. Live it. campaign in China, created by Civilization, stakes a claim in the non-alcoholic drinks category by positioning the brand as a catalyst for everyday joy and celebration through a single, digitally delivered media asset that exemplifies FORMAT#5—Exemplary Story in Clapboard’s taxonomy. This approach places Pepsi at the heart of a narrative where the beverage enhances life’s simple moments, reinforcing the brand’s promise to bring refreshment and excitement to daily routines. The campaign’s tagline, Love it. Live it., distills a call to action that encourages consumers not just to drink Pepsi but to embrace a lifestyle that values savoring the present with enthusiasm and authenticity. By leveraging digital channels, Civilization enabled Pepsi to engage a broad, youthful Chinese audience attuned to vibrant, relatable storytelling that integrates product naturally rather than as an intrusive sell. The creative execution delivers dynamic visuals paired with compelling storytelling that situates Pepsi as a joyful companion in various social and personal settings, thereby deepening emotional resonance and brand affinity. Presented in English, the campaign underscores Pepsi’s global brand identity while tailoring its message to the cultural context of the Chinese market, striking a balance between international appeal and local relevance. Clapboard rates this 56/100 in its global creative archive. Love it. Live it. matters because it demonstrates how beverage brands in competitive markets can use narrative-driven digital content to shift perception from transactional refreshment to lifestyle choice, signaling an evolution in how non-alcoholic drinks engage consumers beyond flavor alone.