Pepsi launches new visual identity in a sparkle of electric blue and black
By Ralph Tathagata
As part of its first major global redesign in 14 years, Pepsi has unleashed a fresh visual identity across over 120 markets in the world. The fresh look of its logo features Pepsi in a glimmer of pulsing electric blue and black, transporting the global cola brand into a new epoch.
The new logo was first launched in the U.S. before launching in over 120 countries through various consumer touchpoints to support a range of cultural moments throughout 2024.
Commenting on the new look, Eric Melis, VP, Global Brand Marketing, Carbonated Soft Drinks at PepsiCo, said: “We wanted to show how Pepsi, through this visual identity change, brings to life its brand platform “Thirsty for More”, which is the attitude and mindset our target audience has of always trying new things and living new experiences. What better way to showcase the brand’s transformation than through these iconic installations. We’ve always been a bold brand that challenges conventions, challenges the status quo and always puts enjoyment first. Our new visual identity is bold, unapologetic, modern, and iconic. Our fans can expect the same great taste they’ve come to love with even more of the immersive and entertaining experiences we’re known for across music, sport and culture.”
He continued, “People worldwide were asked to draw the Pepsi logo as part of the design process and the majority included the Pepsi name as part of our globe – remarkably given that the name and the globe have been separated for the past fourteen years. When we reviewed our new look, we responded to that deep love of our history and tapped into that nostalgia with a firmly modern twist.”
“We have an exciting 2024 ahead of us with our next stop bringing awe-inspiring entertainment to the UEFA Champions League Final Kick Off Show in June in Wembley AND MORE.”
“Today’s international takeover marks the first step in Pepsi’s new, bold era across design, storytelling, and partnerships. Pepsi will continue to drive culture forward in 2024 by delivering one-of-a-kind experiences, all deeply connected to fan passions and desire to live “Thirsty for More”, the brand’s philosophy, which champions anyone who challenges conventions in pursuit of enjoyment, whilst celebrating people’s thirst for the unexpected and eagerness to discover, experience and do more,” the VP added.
In London, a Pepsi digital installation appeared beside The O2 arena in the east of the city, appropriate to the brand’s long and storied support of international music acts.
Also, a hot air assembly, forming a giant Pepsi logo, took over skylines in Warsaw, Poland and Ho Chi Minh, Vietnam, each comprised of over 70 balloons.
Elsewhere worldwide, Pepsi put on vast shows in AlUla in Saudi Arabia, on the Nile in Egypt and Ain Dubai, each harnessing innovative technology – giving consumers cutting-edge experiences to discover. Meanwhile, the Gaddafi Cricket Stadium in Pakistan saw a giant Pepsi can land mid-game, to the audible delight of the onlooking crowd.
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