The tone is that Pepsi is the authority on cool and they know what people want. If you don't choose Pepsi as well, then you must be the old generation. This is the new thing - using fear of not fitting in to push people into buying product.
This is aimed at women, has a spoil yourself type tone, like you should indulge yourself. Like they are on your side and want to treat you well. Trying to make you feel good about yourself, and they can help you with that.