Come Alive! You're in the Pepsi Generation.

“Come Alive! You’re in the Pepsi Generation” is an advertising slogan created for Pepsi-Cola’s youth-oriented marketing in the 1960s, when U.S. consumer culture increasingly targeted teenagers and young adults as a distinct, trend-setting demographic. The phrase belongs to Pepsi’s long-running “Pepsi Generation” campaign, which positioned the brand as modern, energetic, and culturally current in contrast to Coca-Cola’s more traditional image. The slogan was used in mass-media advertising—especially television commercials and print ads—where upbeat music, youthful imagery, and themes of vitality and belonging were central. Because it was corporate copy rather than a literary utterance, it is often attributed to “Anonymous” or to Pepsi’s ad agency rather than a single author.

The line fuses an imperative (“Come Alive!”) with an identity claim (“You’re in the Pepsi Generation”), turning a soft drink into a marker of personal vitality and social belonging. “Come alive” suggests awakening, energy, and emotional intensity—qualities the ad invites consumers to associate with Pepsi itself. The second sentence reframes consumption as membership: buying Pepsi becomes participation in a youthful, forward-looking “generation.” In effect, the slogan sells not only a beverage but a lifestyle and a sense of cultural immediacy. Its significance lies in how clearly it exemplifies mid-century advertising’s shift toward branding through identity, aspiration, and peer-group affiliation rather than product features alone.

“Come alive! You’re in the Pepsi Generation.”
“Come Alive — You’re in the Pepsi Generation.”
“Now you’re in the Pepsi Generation.”