It’s a daunting challenge for anyone to invent a new value proposition, or change a slogan.

Whether big or small, capturing the essence of who you are and what you represent in as few words as possible is mightily difficult.

This is particularly the case when your flagship product is a bad boy in the (un)nutrition stakes.

Perhaps then Pepsi is front-footing and acknowledging this, perhaps giving a small two-fingered gesture, with its new slogan. It is giving itself a new marketing platform as the cola drink launches in over 100 countries over the next year with ‘for the love of it’.

And undoubtedly its agency creatives have laboured hard…but ‘for the love of it’ does feel, excuse the pun, flat. It is generic. A bit like using the word ‘solution’.

But being big and with the ability to throw money at the slogan, Pepsi might be able to induce some stickiness for these five words.

Or perhaps I’m being harsh. What do others think?

P.S. It slightly makes you long for the days when John Walker could hold a can of apple juice in his hand and say “Its got to be good for you.” Not sure that such a claim could hold up now!