Jennifer Sey, former Levi Strauss & Co. executive and prominent cultural commentator, recently drew attention to the timeless effectiveness of traditional marketing by sharing an image of Cindy Crawford's iconic Pepsi advertisement. In a tweet, Sey stated, "I rest my case: Pepsi featuring Cindy Crawford," underscoring what she perceives as the enduring power of classic brand imagery. Her commentary comes as Crawford herself recently recreated her legendary 1992 Pepsi commercial look for the 2025 Super Bowl.
The original 1992 Pepsi commercial, featuring supermodel Cindy Crawford, became an instant classic, widely recognized for its simple yet impactful portrayal of Crawford sipping a Pepsi at a gas station. This advertisement has been frequently revisited and recreated over the decades, solidifying its place in pop culture and advertising history. Crawford's latest recreation in February 2025, where she posed in her signature white tank top and denim cut-offs with a Pepsi can, further cemented the ad's lasting legacy.
Sey, known for her outspoken views on corporate culture and marketing, particularly her critiques of "woke capitalism" and her advocacy for traditional values, appears to use the ad as a prime example of successful, straightforward brand messaging. Her public stance often contrasts with what she views as overly politicized or ideologically driven marketing strategies. By invoking the classic Pepsi ad, Sey highlights a marketing approach that resonates broadly without relying on contemporary social narratives.
The supermodel's continued association with Pepsi, including her 2025 recreation, demonstrates the brand's commitment to leveraging its most successful and recognizable campaigns. This strategy contrasts with a trend seen in some companies that have faced backlash for perceived shifts in their brand identity or messaging. Sey's tweet suggests that focusing on universally appealing, high-quality content, as exemplified by the Crawford ad, remains a powerful and effective marketing strategy in today's complex media landscape.