PepsiCo 1965 “Come Alive” Promotion First Prize, an Amphicar!

[Mark Richardson]

In the early 1960’s Pepsi came up with a new slogan – “Come alive! You’re in the Pepsi generation.” – in an effort to compete with Coca-Cola.



This new Pepsi slogan, seemingly overnight, transformed a boring beverage into something nobody would be embarrassed to be caught drinking. These ads targeted the young and those who thought themselves youthful and quickly generated buzz turning Pepsi into a hip, cool brand. The “Pepsi Generation”, a simple slogan and advertising gimmick, turned the company upside down with a slew of televisions commercials and radio jingles filled with energy, quick pitches, celebrities, and parody.

This included a one-minute spot showing a young couple out for a picnic with an Amphicar and a cooler full of Pepsi. They drove “whoosh’ into the water and out to have their lunch. See this ad here:

Amphicar corporation got involved and offered 16 national Pepsi bottlers discounted prices ($1200 promo discount) on cars and one lucky winner would win an Amphicar! Check out the letter from Ranchero Motors and 4 page color entry form found in the Bearcat Files!

I have the list of the VIN numbers of the cars sold, is your car a Pepsi car? Four cars on the club vin list match!

J Rutelli 1964 Red

R Thielen 1964 Blue

J Passolt 1964 White

D French 1964 Red

 

[Mark Richardson]

 

[mschlem]

My car (103127 stamped as a 1965) was listed as sold to Pepsi, but I have no indication it was branded as such like the photo you included. My assumption was that some Pepsi distributor just took advantage of the discount offered for a personal vehicle.

Marc.

 

[Mark Richardson]

Marc,

Yes, that is most likely what happened. It was a significant savings at that time when the cars were still factory fresh.
If not used for promotion the owners do not know today if they were Pepsi cars.

The list I have has 16 cars on it, 4 of which are known members of the club. Still 12 cars out there that the owners do not know they have a Pepsi car! Send me your vin and I will tell you if you have one.

 

[Mark Richardson]

Another Pepsi car document found.

 

[Jared_Guynes]

In the early 1960’s Pepsi came up with a new slogan – “Come alive! You’re in the Pepsi generation.” – in an effort to compete with Coca-Cola.

View attachment 3300 View attachment 3301

This new Pepsi slogan, seemingly overnight, transformed a boring beverage into something nobody would be embarrassed to be caught drinking. These ads targeted the young and those who thought themselves youthful and quickly generated buzz turning Pepsi into a hip, cool brand. The “Pepsi Generation”, a simple slogan and advertising gimmick, turned the company upside down with a slew of televisions commercials and radio jingles filled with energy, quick pitches, celebrities, and parody.

This included a one-minute spot showing a young couple out for a picnic with an Amphicar and a cooler full of Pepsi. They drove “whoosh’ into the water and out to have their lunch. See this ad here:

View attachment 3308

Amphicar corporation got involved and offered 16 national Pepsi bottlers discounted prices ($1200 promo discount) on cars and one lucky winner would win an Amphicar! Check out the letter from Ranchero Motors and 4 page color entry form found in the Bearcat Files!

I have the list of the VIN numbers of the cars sold, is your car a Pepsi car? Four cars on the club vin list match!

J Rutelli 1964 Red

R Thielen 1964 Blue

J Passolt 1964 White

D French 1964 Red

This is amazing history and data, I really appreciate you sharing it! Thank you!