This February, the soda company is going retro.
Chances are that if you were a kid in the nineties, you might remember one of the most iconic advertisements of the era. In it, Cindy Crawford, arguably the most famous supermodel of her generation, drives up to a gas station in a small town on a hot day. She climbs out of her red sports car, wearing jean cut-offs and a white tank top, saunters over to a vending machine, pulls a quarter out of her pocket, and buys a cold Pepsi. Two boys in the lot next door stare, open-mouthed at the scene. Crawford takes a long sip and when she lowers the can from her lips, one of them murmurs, “Is that a great new Pepsi can or what?” It was a hit.
Pepsi announced today that the company is bringing back their ultimate spokesperson—not Kaia, the supermodel’s look-a-like daughter, but Cindy herself, in a new television advertisement for the soda that will air during Super Bowl LII as part of the “Pepsi Generations” campaign.
The spot, called “This Is the Pepsi," features the return of the red sports car, the small town gas station, Crawford’s big hair whipping in the wind, and even the jean cut-offs. As though you even needed a reminder, Crawford is as stunning as ever, 26 years after the original advertisement aired. The “generations,” part comes into play in an appearance by Presley Gerber, Crawford’s son, who co-stars alongside his mom in the commercial.
In honor of Crawford’s return, Pepsi will also be re-launching its retro design starting on January 29, as well as “Pepsi Stuff,” the loyalty program that the company first introduced in 1996, which features coolers, bikes, t-shirts, and more, all emblazoned with the Pepsi logo. It’s all about nostalgia for Pepsi this year.
"Since our brand was founded more than a century ago, Pepsi has stood for a youthful spirit and the choice of a new generation," Chad Stubbs, Vice President, Marketing, Pepsi Trademark, North America, said in a statement. "2018 will be a year to celebrate the past while embracing the future; always reminding consumers to do what they love and have a little fun in their lives."