It appeals to our need to belong, buying Pepsi will help you fit in, bring you friendship, make you more attractive etc. We don’t actually need this product, but the advertisement helps us think that if we do buy it then we could be like the people it depicts.
As aforementioned, the dominant population that is visible in this video is mostly younger women. The use of Vergara suggests a type of role model or desirable figure that young women might identify with. In addition, when Vergara updates her Twitter through her smartphone, we can see that the crowd of people standing in line for a drink immediately check their phones and rush to the pier where David Beckham was supposedly seen. This definitely speaks to a tech-savvy social group who have a lot of leisure time and desire relaxation, which are usually people in the younger demographic. As a result, although Pepsi is one of the consumer products that speak to all consumers in general, this particular commercial may specifically target younger women.