According to MyersBizNet, Pepsi-Cola's target market is young consumers, including those between 18 to 22 years of age. The assumption is that reaching new market segments is easier because young shoppers have not yet formed brand loyalty.
Another reason for targeting young people is the company’s desire to tap into the millions of university students demanding high-energy caffeine drinks. As far back as 1963, the corporation began a Pepsi Generation campaign with the goal of convincing consumers that Pepsi drinkers were more forward thinking than the older, more traditional population.
This campaign was revitalized in the 1980s and bolstered by advertisements featuring popular recording artists in the 1990s and later in the early 2000s. Pepsi has also designed ads targeting socially engaged consumers, including the Pepsi Refresh campaign of 2010.