Pepsi reveals baffling new tagline

Pepsi new tagline
(Image credit: Pepsi)

Pepsi has a new US tagline, and it's...well... a bit odd. 'That's What I Like' is Pepsi's first permanent new slogan in two decades, and it'll be used to advertise all Pepsi varieties including regular Pepsi, Pepsi Zero Sugar and Diet Pepsi. In fact, it's already appearing on a range of TV spots (more on that below).

While it seems a sensible move to go back to one, permanent tagline, the choice of words from Pepsi has us baffled. 'That's What I Like' makes us think of several things. It reminds us strongly of McDonald's' 'I'm Lovin' It' (in fact, it's basically a longer, less catchy way to say the same thing). It also reminds us of that – dare we say it – Coke advert where the guy awkwardly announces: "I just love Coke". We're guessing that reminding its customers of its biggest rival probably wasn't what Pepsi was going for here.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.