Optimism - The Taste of a New Generation?

While it seems carbonated beverage sales are sluggish at best - that didn't stop Pepsi from ringing in the new year with a new logo, a fresh outlook, and a dose of optimism thanks to a survey conducted by StrategyOne on behalf of the Pepsi softdrink.

The research, which is part of the ongoing “Pepsi Optimism Project” (POP) that explores the mindset of Millennials, found that the Millennial generation as a whole is generally very upbeat about the future.  Nothing really earth shattering for those of us who are familiar with (or happen to be part of this generation).

According to POP, members of the Millennial generation (born roughly between 1980-93) are more likely than their older counterparts to say they feel “excited” about the future.  In fact when asked to select words to describe how they feel, 81% selected “hopeful” and 65% chose “optimistic.” 

My first reaction to the new Pepsi campaign: well, I kind of like it.  I mean, the bright colors, the newly designed logo, the catchy tunes are all great - but I can't help but agree with Ryan Healy who points out in his recent post on the Brazen Careerist,  that despite all of their research, Pepsi may have missed the boat on what Millennials are really looking for. 

As Healy wrote,  if they had dug a little deeper, "they would have found an optimistic group of 20-somethings that happens to be very realistic as well. The realist in me does not want to see bright colors and sing along commercials proclaiming optimism for the future. The realist in me wants to see that Pepsi is doing something to help people out during these tough times. I want to see Pepsi cares about their consumers and that Pepsi is going to stand next to us optimistic Millennials and fight the good fight to get through the tough times."

The timing is certainly right for Pepsi - the ad  connotes a refreshing change - and the logo even has a striking resemblance to another optimistic campaign that revolved around an "O" not too long ago.  But, is this just feel-good hype or can a soft drink "change" a mindset too?

Our parents grew up with the Pepsi slogan, "Come Alive, You're In the Pepsi Generation."  That campaign of 1963 did something new - it played off of the feelings and lifestyle of its consumers, not as much on the product itself. So, how will Pepsi's new approach and connection with Millennials keep this generation interested and coming back for more? I'm not sure it hits the mark quite yet - how 'bout you?