Pepsi takes over global landmarks with refreshed logo

Pepsi has launched digital installations featuring the re-designed and refreshed Pepsi logo at various landmarks worldwide. 

As its first major global redesign in 14 years, the new logo was first unveiled in the US and is now being launched in over 120 countries worldwide through various consumer touchpoints, spanning digital, experiential and retail.  

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.  

The view from the nearby cable cars saw an inflatable Pepsi can rise from the water, shortly followed by a light show of drones forming a pulsating dynamic composition in the sky. 

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. 

On the other hand, 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. 

These digital displays aim to showcase Pepsi’s new visual identity in a blaze of pulsing electric blue and black, carrying the brand into its new era.  

In terms of the design, the new logo borrows equity from Pepsi's past whilst incorporating modern elements to create a look that is unapologetically current and undeniably Pepsi.  

The updated colour palette introduces electric blue and black to bring a contemporary edge to the classic Pepsi colour scheme, whilst the signature Pepsi pulse evokes the "ripple, pop and fizz" of Pepsi-Cola – moving in time to the beat of the music, the roar of the crowd, the heartbeat of culture. 

In fact, this 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. 

Eric Melis, vice president, global brand marketing, carbonated soft drinks at PepsiCo, said: "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.” 

"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 – remarkable 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,” he added. 

MARKETING-INTERACTIVE has reached out to Pepsi for more information. 

Don't miss: Pepsi names BabyMonster as new APAC ambassadors

In 2024, fans globally can expect to see more from Pepsi's existing partnerships with ambassadors, including Baby Monster in APAC. The South Korean pop girl group consists of members of Ruka, Pharita, Asa, Ahyeon, Rami, Rora and Chiquita.  

“Each member has boldly left their 'ordinary' lives behind to pursue their dream of becoming a K-Pop idol,” said Anawat Sangkhasap, chief marketing officer, Suntory PepsiCo Beverage (Thailand) Company. 

“Their eagerness for new inspiration, daring to repeatedly step out of their comfort zones, explore diverse styles, and the unwavering courage to pursue their passions are truly inspirational,” he added. 

The girl group has been featured on Pepsi Thailand’s OTT, TVC, OOH, DOOH and social assets that are also using their debut single Batter Up as part of the campaign. 

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