Alan Pottasch
Alan Maxwell Pottasch | |
|---|---|
| Born | 13 August 1927 Long Island, New York, U.S. |
| Died | 27 July 2007 (aged 79) Los Angeles, California, U.S. |
| Occupation(s) | Marketing executive, advertising professional |
| Years active | 1957–2007 |
| Known for | "Pepsi Generation" advertising campaign |
Alan Maxwell Pottasch (August 13, 1927 – July 27, 2007) was a prominent American marketing executive and advertising professional, celebrated for his extensive career spanning fifty years at PepsiCo. He gained widespread recognition as the mastermind behind the iconic "Pepsi Generation" advertising initiative.
Early life
Pottasch was born on August 13, 1927, in Long Island, New York, and was raised in New York City. During World War II, he served in the United States Navy. Following his military service, he earned a Bachelor of Arts degree in creative writing from Pennsylvania State University in 1949. Subsequently, he embarked on a career in television, working in production and direction at ABC-TV based in Dallas.
Pepsi
In 1957, Pottasch became part of PepsiCo, at a time when Coca-Cola dominated the U.S. market with sales six times higher than Pepsi’s. He revolutionized Pepsi’s marketing approach in 1963 by introducing the "Pepsi Generation" campaign, which focused on appealing to young Baby Boomers by promoting a lifestyle image rather than solely emphasizing product features such as price or flavor. This pioneering tactic significantly contributed to narrowing the market share disparity with Coca-Cola.
Pottasch refreshed Pepsi’s branding in 1984 with the slogan "The Choice of a New Generation," highlighting themes of music and youth culture. He was responsible for producing memorable advertisements featuring celebrities including Lionel Richie, David Bowie, Madonna, and notably Michael Jackson—whose hair famously caught fire during one filming session. His campaigns also involved stars like Michael J. Fox, Ray Charles, Cindy Crawford, Britney Spears, and Beyoncé Knowles.
Although he officially retired in 1991, Pottasch maintained a consulting role before returning to full-time work at PepsiCo until his passing in 2007. He died at age 79 while shooting a new commercial for Mt. Dew in Los Angeles.
He is survived by his wife Lisa, daughter Allison, son Alan Jr., and sister Harriet. A private memorial service took place at PepsiCo’s headquarters located in Purchase, New York.