- Alan Pottasch
Alan Maxwell Pottasch (born
August 13 ,1927 Long Island, NY -July 27 ,2007 Los Angeles ) was an Americanadvertising executive andmarketer , best known for his five decades of work forPepsiCo . Specifically, Pottasch is best known as the creator behind the "Pepsi Generation "advertising campaign . cite news |first=Jocelyn Y.|last=Stewart|title= Alan Maxwell Pottasch, 79; ad exec who helped create 'Pepsi Generation' campaign |url= http://www.latimes.com/news/printedition/california/la-me-pottasch2aug02,1,2289573.story?coll=la-headlines-pe-california|work=Los Angeles Times |publisher= |date=2007-08-02 |accessdate=2007-08-19]Early life
Alan Pottasch was born on
August 13 ,1927 onLong Island inNew York . He grew up inNew York City . Pottasch enlisted at served in theUnited States Navy duringWorld War II .Pottasch enrolled at
Pennsylvania State University following World War II. He graduated from Penn State in 1949 with aBachelor of Arts increative writing . Pottasch went to a directors school and went on to work at atelevision station inDallas, Texas and as a producer-director at ABC-TV.Pepsi
Alan Pottasch began working for
Pepsico in 1957. cite news |first=|last=|title= Alan Maxwell Pottasch |url= http://www.legacy.com/Obituaries.asp?Page=APStory&Id=13256|work=Associated Press |publisher=Legacy.com|date=2007-08-02 |accessdate=2007-08-19] The year that Pottasch joined Pepsico,Coca Cola outsoldPepsi by a six to one margin in theUnited States .Under Pottasch, the "
Pepsi Generation "marketing campaign was launched in 1963. Pottasch's "Pepsi Generation" marketing campaign has been called groundbreaking because it focused on the "attributes" of the consumers buying Pepsi's products (sometimes called "selling a way of life"), not just attributes of theproduct itself, such asprice ortaste . This was very uncommonmarketing strategy for a company in the early 1960s. The campaign and Pepsi Generationtheme was launched and aimed at youngBaby Boomers just as they were becoming an importantconsumer anddemographic group. The campaign was a risk for Pepsi. Years later Pottasch said in apodcast posted onYahoo 's "Giants of Advertising" web site, "For us to name and claim a whole generation after our product was a rather courageous thing that we weren't sure would take off."The risk paid off for both Pottasch and Pepsi. Under Pottasch's campaigns, Pepsi eventually went from behind Coca Cola, to being
on par with Coke in severalmarkets .Alan Pottasch changed and slightly tweaked Pepsi's
slogan to "The Choice of a New Generation" in 1984. The new theme was meant as a break from the past and show that Pepsi had something new to offer consumers, with an emphasis onmusic . Pottasch developed famous 1980s Pepsicommercials starringLionel Richie ,David Bowie , and Madonna. However, he was most well known for developing a series of award winning Pepsi commercials starringMichael Jackson . In a famous accident, Jackson's hair caught onfire while filming one of Pottasch's commercials. He once told a Yahoo podcast, "I guess I'm best known for having burned Michael Jackson'shair ."Pottasch eventually produced a large number of Pepsi commercials featuring
Micheal J. Fox ,Ray Charles ,Cindy Crawford ,Britney Spears andBeyonce Knowles .Pottasch officially retired from Pepsi in 1991, but continued to work for the company as a
consultant . He eventually returned to Pepsico full time. He continued to work for Pepsi up to 2007.Alan Pottasch died in his sleep on Friday,
July 27 ,2007 while on location inLos Angeles filming Pepsi's newest commercial. He was 79 years old.Pottasch was survived by his wife, Lisa Pottasch, his daughter, Allison Pottasch, who lived with him inNew Fairfield, Connecticut , and son Alan Pottasch Jr. A private memorial ceremony is scheduled to be held at Pepsico'sheadquarters inPurchase, New York , in September 2007.External links
* [http://www.latimes.com/news/printedition/california/la-me-pottasch2aug02,1,2289573.story?coll=la-headlines-pe-california L.A. Times: Alan Maxwell Pottasch, 79; ad exec who helped create 'Pepsi Generation' campaign]
* [http://www.legacy.com/Obituaries.asp?Page=APStory&Id=13256 Associated Press obituary]
* [http://online.wsj.com/article/SB118618836469587966.html?mod=googlenews_wsj Wall Street Journal: Alan Maxwell Pottasch, Creative Father of the 'Pepsi Generation' Turned Lifestyle Into a Selling Point]References
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