The Pepsi Generation has lost its father

The man who created the biggest BRAND ASSOCIATION of a generation died last week. Alan Pottasch leaves behind a legacy of creative advertising innovations.

He coined the phrase “The Pepsi Generation,” and helped sustain it for decades.

Pottasch saw the value in associating a particular lifestyle with the Pepsi product in 1963, and that association has remained a driving force in Pepsi advertising ever since. This model has also been assumed in beer advertising, car advertising, and numerous other categories.

It represents one of the best cases of how people want to be a part of a group, and how a product can define a group’s identity.

So let’s raise a glass of ice-cold Pepsi - the taste of a generation that remembers Alan Pottasch’s mark on the branding world.