Pepsi first visual identity change in 14 years has reached Australia. The new look was created in-house by PepsiCo Design + Innovation in partnership with agency, Mrs&Mr, and launched in the US in March 2023 and was unveiled worldwide on March 1.
To mark the brand’s refresh, Pepsi has activated over 120 CGI moments across the globe in a coordinated first, with Australia’s Hosier Lane in Melbourne welcoming a large-scale CGI kinetic mural, a cultural nod to Australia’s rich street-art subculture.
Elsewhere, 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. Pepsi also put on vast shows on the Nile in Egypt and Ain Dubai, each harnessing innovative technology – giving consumers cutting-edge experiences to discover.
The takeover of Hosier Lane marks the first step in Pepsi’s new, bold era across design, storytelling, and partnerships. Pepsi will continue to make its imprint in culture with one-of-a-kind experiences and content, all deeply connected to fan passions and desire to live Thirsty for More, the brand’s philosophy, that champions anyone who challenges conventions in pursuit of enjoyment, while celebrating people’s thirst for the unexpected and eagerness to discover, experience and do more.
The new look borrows equity from Pepsi’s past, while 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, while the signature Pepsi pulse evokes the “ripple, pop and fizz” of Pepsi-Cola – moving in time to the beat of music, the roar of the crowd, the heartbeat of culture. The logo is now launching in over 120 countries worldwide, through various consumer touchpoints – spanning digital, experiential and retail.
Vandita Pandey, chief marketing officer ANZ, Snacks & Beverages at PepsiCo Australia, stated, “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.
“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.”
