In one of the most significant demographic events in commercial history, the post-war baby boom emerges as a social and marketplace phenomenon. Pepsi recognizes the change, and positions Pepsi as the brand belonging to the new generation – The Pepsi Generation. Advertising history is made with "Come alive! You're in the Pepsi Generation." It is the first time a product is identified, not so much by its attributes, as by its consumers' lifestyles.