Brand Bible

F39 Job:09-26878 Title:RP-Brand Bible

#175 Dtp:204 Page:102

(RAY)

001-320_26879.indd 102 10/6/11 6:33 PM

BRAND BIBLE102

(Text)



By the mid-’60s, nearly 50 percent of the Ameri-

can population was under the age of twenty-ve,

1

the result of the post–World War II baby boom.

In light of this dramatic demographic shift, some

older brands repositioned themselves for young

consumers. Only a few years earlier, in the ’50s,

Pepsi-Cola had appealed to body image to sell

its signature drink, assuring consumers that it

“refreshes without lling.” Fast-forward to 1961,

and the tagline had shifted from one of image to

one of demographic