Pepsi is embarking on a global aspirational marketing campaign that seeks to use music to appeal to younger consumers’ desire to “capture the excitement of now”.

The Live For Now strategy reflects the brand’s new positioning and features a tie-in with singer Nicki Minaj.

Her song Moment 4 Life will appear in TV ads set to air in the US later this week, before being rolled out worldwide for what will be Pepsi’s first global campaign.

This is being supported through a comprehensive ...

Flybe is hoping to distance itself from the traditional low-cost carrier image with a major new brand repositioning strategy.

The £9 million advertising campaign introduces the strapline “making flying better” and includes TV, press, outdoor, radio and digital activity.

Key to the brand repositioning is the promotion of transparent pricing, an issue that has cast a shadow on the reputation of low-cost airlines, many of which add supplementary charges to their advertised fares.

The new positioning is aimed squarely at business passengers, who ...

Drinks brand Dr Pepper is aiming its social media marketing squarely at teenagers with interactive Facebook ads, as part of a wider campaign to increase engagement with its key audience.

Facebook users will be able to take the lead role in a Dr Pepper commercial through a platform that integrates their personal information to create a tailored experience.

Through the interactive ads, users get a first-person perspective on a day at an American high school, with images and data from their Facebook ...

Brands and businesses are focusing on outdoor advertising activity during the Easter break because of the heightened footfall over the school holidays.

With an estimated 370,000 passengers moving through Heathrow between Good Friday and Easter Monday, the airport was keen to make the most of its large audience.

A campaign was launched in time for Easter raising awareness of Heathrow’s family friendly services and facilities, and highlighting the offers and savings that can be made when shopping at the airport.

Outdoor ads appeared ...

Harvey the multi-talented dog is being unleashed for a new campaign to promote the value of TV advertising for brands.

Thinkbox, the television marketing body, is bring back the pet for a campaign this summer to showcase the power and effectiveness of TV ads.

Harvey’s first outing was in 2010, when he was voted by viewers as the Ad of the Year for ITV1.

The new ad, which continues the story of his adoption from a dogs’ home, will appear across Thinkbox’s stakeholders, which include Channel 4, ...

Major sporting events, notably the Olympics and the Uefa European Championships, will drive TV advertising upwards this year, as brands seek to raise their profile.

TV advertising revenues will rise by one per cent in 2012, with spending growth by the finance and motor industries offsetting other falls, according to new research out this week.

It follows research from ThinkBox that showed TV advertising grew 2.2 per cent last year to hit a record high of £4.36 billion.

Radio advertising will also perform ...

Thomas Cook is taking the initiative to reassure customers that it is the “market leader” in the travel industry with a major new multimedia campaign.

Billed as the company’s biggest campaign to date, the “unprecedented” marketing drive will attempt to position the brand as the default option for booking a holiday.

The cross-platform activity will include television and cinema ads, which introduce the strapline “it’s a wonderful world, explore it with us”.

A Facebook competition will give people the chance to win the ...

After the last set of TV ads went viral, Procter and Gamble is once again being creative with its Old Spice marketing strategy.

The men’s body care range is being cross-branded with Bounce, another product in the P&G stable, in the newest ad in the “power” campaign featuring former NFL player Terry Crews.

In the ad, which has aired on US screens, Crews bursts into an ad for Bounce saying: “Old Spice body spray makes you smell of power! It’s so powerful, ...

Workers in London’s Canary Wharf were able to see bikinis and swimming trunks encased in five giant blocks of ice last week as Fort Lauderdale launched a new marketing drive to encourage people to visit the Florida town.

The publicity stunt kicked off the “defrost your swimsuit” campaign, which features cross-over marketing activity with radio and local press to entice potential visitors to “warm up on sunny beaches”.

Greater Fort Lauderdale Convention & Visitors Bureau’s street team was on hand to dish ...

Budweiser is incorporating its corporate social responsibility work with its latest advertising campaign, which will push the beer brand and a message to drink responsibly.

Brewer Anheuser-Busch InBev UK is teaming up with Drinkaware.co.uk for its “designate a driver” multi-platform push in the run-up to Christmas, a time when there is traditionally a rise in drink driving.

TV ads will feature a group of friends heading off to events such as gigs and football matches, with one member nominating themselves as the ...