Pepsi has just rolled out ‘Live for Now,’ its first global campaign aimed to position the brand in a new way. Created in partnership with an integrated cross-agency team of Omnicom agencies, including Alma, BBDO Worldwide, OMD, Organic, TBWA Worldwide and TracyLocke Partners, the campaign offers fans new digital experience.

Photo: Pepsi ‘Live for Now’ campaign

Pepsi’s global research of its target audience showed that the soft drink’s fans want to “capture the excitement of now,” which became the core idea of the new campaign. First launched in the US, the multi-year campaign will encompass other markets throughout 2012.

To help fans experience the moment of now, Pepsi has created an online pop-culture platform called ‘Pepsi Pulse’ that collects all new about music, entertainment, digital innovation etc.  The platform that so far exists in two versions—for American and Hispanic audience—is interactive. Fans will be able to communicate with celebrity visitors online and add content.

Except social media engagement, ‘Live for Now’ in the US includes TV, radio, cinema and outdoor advertising. This summer, Pepsi will present a series of exclusive concerts that will be enabled via Twitter for US fans.

Additionally, Pepsi has created ad spots, first of which is slated to start airing across the US on May 7. The spot’s soundtrack is Nicki Minaj’s mega hit ‘Moment 4 Life’ and the musician also shortly appears in the video.

Earlier this year, PepsiCo launched a new low-cal Pepsi NEXT that is also being promoted mostly in social media.