Pepsi Thinks "Wordplay" for the Millenials in 09

Pepsi recently launched a viral ad, "Wordplay" with its new agency, TBWA\Chiat\Day (on its website Refresh Everything) to capture the millenials, the generation that includes 80's and 90s babies. What is so powerful about the millenials? We represent pop culture which includes music, fashion, movies, art and ultimately tastes and trends across all products and services. According to Adweek, Pepsi did some research and found that "95 percent of millenials feel that its important for them to maintain a positive outlook on life." So with some feel good vocabulary (optimisim, love, joy), Happy 2009 in several languages and the song "Energy" by indie rock outfit, The Apples in stereo, Pepsi attempts to project our experience. Looks like there are still some great opportunities for artists to get their music heard via ads. Tougher economy just means that we have to work smarter, a lot smarter and we can definitely still grow.