New era for Pepsi as beverage giant launches major redesign with celebratory global events
Pepsi, the iconic beverage brand, has embarked on a new chapter with its first major rebrand in 14 years, marked by a series of captivating installations set against the backdrop of iconic landmarks worldwide. This global unveiling, which took place on March 1, 2024, signifies a pivotal moment in the fizzy drink industry, showcasing Pepsi’s innovative approach to blending digital art with pop culture.
In a spectacular display of creativity and technological innovation, Pepsi introduced its refreshed visual identity across 13 notable locations globally. Among these, London’s O2 Arena witnessed an inflatable Pepsi can emerging from the water, complemented by a mesmerizing drone light show, a tribute to the brand’s enduring support for musicians. Similar celebratory events were held in strategic locations including Australia, Vietnam, AlUla in Saudi Arabia, along the Nile in Egypt, and Ain Dubai, each uniquely highlighting the brand’s new look through state-of-the-art technology.
The reimagined logo pays homage to Pepsi’s rich heritage while introducing vibrant electric hues, symbolizing a bold step into the future. This redesign not only reflects the brand’s evolution but also its commitment to remaining relevant and engaging to its audience in both digital and physical realms.
Eric Melis, VP of Global Brand Marketing for Carbonated Soft Drinks at PepsiCo, shared insights into the rebranding initiative. “We wanted to show how Pepsi, through this visual identity change, brings to life its brand platform ‘Thirsty for More,’ which reflects the attitude and mindset of our target audience’s desire for new experiences and adventures,” Melis explained. The installations, according to Melis, are a testament to Pepsi’s legacy as a brand that continually challenges conventions and seeks to provide its fans with immersive and entertaining experiences across music, sports, gaming, and culture.
Pepsi’s bold and unapologetic new visual identity aims to capture the essence of what it means to be ‘Thirsty for More,’ inviting fans to embrace the refreshed brand while ensuring the beloved taste remains unchanged. With this significant rebrand, Pepsi reaffirms its position as a dynamic and innovative force in the beverage industry, promising even more engaging experiences for its global fanbase.
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