"Joy it forward"

Pepsi's new campaign "Joy it forward" adds a new spin to marketing this campaign Cheryl Radisa, vice-president, consumer marketing, Pepsi Co Beverages of Canada, said,“We’re targeting a mindset with this new campaign, not a demographic,” I think this is pure genius to target a mindset rather than a demographic. After all they are trying to enlighten your day with ads that say optimism, smile more and joy it forward. There bright colors and catchy phrases help to change your mindset and put you in a positive mood thus motivating you to buy their product over the competition. Whats your take on it, does it make you smile, or make you feel more optimistic?