Pepsi PH's new brand visual identity is keeping it relevant with young people

Pepsi Philippines has unveiled a new brand visual identity together with BBDO Guerrero at Pepsi Plus 2023. This is the first-ever roll-out of Pepsi’s new logo outside the U.S. Hyping up the local tagline, Mas Masarap Maiba (It’s better to be different), Pepsi aims to celebrate the individuality and authenticity of its audiences with the new identity. 

The new design includes a new custom typeface and a visually distinct soda can silhouette with incorporated elements of an electric blue and black pulse, synonymous with the vibrant energy that Pepsi promises for its younger audiences.

While staying true to its rich brand heritage, the new Pepsi logo also keeps up with the times by being relatable to the youth and embodying the essence of the global Gen Z community.

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The reveal was done at Pepsi Plus 2023 which saw a whole day of activities. The event was hosted by social media personalities Jaz Reyes, Mikee Reyes, and Mimiyuuuh and included performances by Filipino artists Ace Banzuelo, Filipino alternative rock band Mayonnaise, and the P-Pop group SB19.

“As we celebrate a new chapter in Pepsi’s story, we aim to ensure that all our consumers will be part of our experience as we encourage them to be bolder, authentic, and unapologetic,” says Ray Philip Pine, head of marketing for PH Beverages at PepsiCo Philippines.

“We are thrilled to be part of Pepsi’s new era here in the Philippines. This fresh and exciting direction gives us so much inspiration on how we can chart new creative horizons for the brand, and we are glad to be a part of this journey,” added Kyle Cruz-Tan, client services director, BBDO Guerrero.

According to the brand, Pepsi’s new and bold look will cut across physical and digital spaces, from retail shelves to the metaverse, to engage its followers where they are.

The new visual comes months after Pepsi unveiled a new logo and visual identity which makes it the first update of the Pepsi globe logo in 14 years. Paying homage to the brand’s heritage while being forward looking in terms of sustainability, the brand’s new logo largely encapsulates what Pepsi stands for today. It is bolder and more confident as compared to the logo's predecessor.

The previous logo had a lower-case ‘pepsi’ sitting shyly next to a globe and pasted on a pastel background. The new one, on the other hand, is more vivid and prominent. With a capitalised ‘PEPSI’, the logo is placed on a bolder globe comprised of greatly contrasted colours. The differences between the two logos are hard to miss but has clearly become more modern and forward-looking. 

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