Pepsi announces first identity rebrand in 14 years
For the first time in over a decade, Pepsi has undergone a visual identity rebrand, complete with a new logo.
Rolling out across the globe from March 1, 2024, Pepsi’s new appearance reimagines design elements from the product’s past with a present day spin.
Specifically, the rebrand adds black and electric blue to Pepsi’s colour palette, while leveraging “the signature Pepsi pulse” to keep the drink firmly connected to its roots.
Consumers in more than 120 countries can now witness Pepsi’s new identity out in the wild, chiefly via retail, digital and experiential initiatives.
To celebrate its new era, Pepsi launched more than 100 CGI activations. For Australians, Pepsi set up a CGI mural in Melbourne’s Hosier Lane, celebrating the country’s incomparable street art with an unmistakable Pepsi twist.
Other locales, such as Vietnam’s Ho Chi Minh City, and Warsaw, Poland, were treated to hot air balloon shows that resulted in more than 70 balloons setting themselves into Pepsi’s logo. Meanwhile, Pepsi’s announcements in Dubai and Egypt took advantage of cutting-edge technology to put on awe-inspiring shows.
The move to reinvigorate Pepsi’s look is one that is undeniably on-brand, according to PepsiCo Australia’s chief marketing officer ANZ, snacks and beverages, Vandita Pandey.
“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,” Pandey said.
“We have huge plans for 2024 here in Australia, delivering one-of-a-kind experiences to Australia’s culturally thirsty, next generation drinkers – those with a bold attitude, keen to try new things and live new experiences.
“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.”
Pepsi’s makeover comes after the release of a cheeky campaign that saw it take a jab at competitor Coke, labelling the Coca-Cola Company-produced drink as tasting simply “ok”.
Pandey is also officially scheduled for a session at this year’s Mumbrella360 conference, where the CMO is set explain the connection between consumer loyalty and engagement, and personalisation and big data.
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Matthew is the editorial assistant at Mumbrella. He previously worked for a marketing agency that focused on managed service providers and IT.
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