It’s been two decades since Pepsi launched a new tagline in the US, but the soft drink giant wanted to usher in a new decade with a fresh start and a nod to its core fans with a tag and campaign called ‘That’s What I Like’.The tag is based on hundreds of insights the company gained by talking with its consumers and finding they like living life to the fullest.The new tag ‘That’s What I Like’ will appear across new Pepsi, Pepsi Zero Sugar and Diet Pepsi advertisements and promotions indefinitely, beginning with the roll out of five new national television commercials.The new TV ads, ‘Glow Up’ and ‘Fade Away,’ by Goodby, and ‘DJ BBQ,’ ‘Subway,’ and ‘Lavandería,’ by Alma, spotlight various everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers, like the fan at a basketball game that dances with abandon, or the airport worker who waves his guiding flashlights in unison with the song in his head.Each spot is underpinned by a variety of upbeat music spanning hip-hop, dance hall, Latin pop tracks and more. The spots will air across English and Spanish-speaking properties. This was done to reach what Kaplan says are Pepsi’s ever-growing ‘fusionista’ fans, Latinos celebrating and blending their Hispanic and US cultures.Credits“Fade Away” & “Glow Up:”Agency: Goodby Silverstein & PartnersCreative Co-Chairman: Jeff GoodbyCo-Chairman: Rich SilversteinChief Creative Officer: Margaret JohnsonCreative Director: Adam Reeves Creative Director: Brandon Mugar Associate Creative Director (Copy): Rony CastorAssociate Creative Director (Art): Anthony O’NeillCopywriter: Clark ChamberlinArt Director: Jason Gan Director of Broadcast Production: Tod PuckettExecutive Broadcast Producer: Matthew WinksBroadcast Producer: Georgia TotvanianDirect FocusPresident: Barry RosenExecutive Producer: Neil Goldberg“Jam Session” “DJ” & “Subway:”Agency: AlmaDirector: Joseph KahnCreative Chairman/CEO: Luis Miguel MessianuCo-President/Chief Creative Officer: Alvar SunolDirector TVC: Joseph KahnProduction house H: Supply & Demand LAExecutive Producer: Nathan de la RiondaEditorial House: Wild Child Editorial