In 2012, Pepsi kicked off a global “Live for Now” campaign, which promoted the idea of living “each moment to the fullest” and “embrac[ing] the ‘now’” particularly as it related to pop culture. In addition to TV, radio, and outdoor advertising, it promoted its new “Pepsi Pulse” digital and social media platform to connect with users and their experiences on-the-go. Last month, Pepsi furthered this campaign with a “Global Fashion Capsule Collection” – branding the “Live for Now” mantra on clothing and accessories.
The #YOLO (“you only live once”) generation will almost certainly eat this up, but Living for Now has the potential for sending the message that one should make decisions made “in the now” without worrying about future consequences. This sort of thinking has deleterious effects, leading to everything from rising credit card debt to unhealthy diet or lifestyle behaviors. (more…)