Thirsty For More: Can Pepsi’s New Look Pay Off?

Pepsi, one of the titans in the beverage industry, is no stranger to reinvention. In its latest endeavor, the brand has unveiled a new visual look in 14 years — a move that the company hopes could reshape its market position and captivate even more consumers worldwide.

To fest, Pepsi has recently launched 120 CGI campaigns globally to promote its new brand identity. The company understands how significant the value of its brand can be for its future performance. To measure the brand’s value, you can use the BrandValuer app with just a few clicks. As Pepsi embraces change, it remains to be seen if this fresh rebranding will create more value for the company.

Charting a Course for Brand Renewal

As we mentioned previously, the iconic logo of the cola giant has remained the same for the last 14 years. However, the company is now making some internal changes by introducing a fresh logo and a revamped brand identity. The new look was launched globally on March 1st, 2024. Pepsi’s new logo was first revealed in March 2023 and was initially introduced only in North America to mark the brand’s 125th anniversary.

The launch of the new visual identity was celebrated globally, with digital installations taking over iconic landmarks around the world. Worldwide efforts were coordinated, with installations at various locations, including Hosier Lane in Melbourne, Australia, Pakistan’s Gaddafi Cricket Stadium featuring a mid-game colossal Pepsi can, and Ho Chi Minh, Vietnam, where a massive hot air assembly was formed to create the Pepsi logo, and Warsaw, Poland. Other activation locations included Mumbai, India, the Nile in Egypt, and Ain Dubai.

The brand’s new look is starting a new era for the company. It is a fusion of iconic red, white, and blue colors, and the nostalgia of the logo that reminds of the 1970s and 1990s versions. Reviving a brand through nostalgia may seem like an unconventional approach. Still, it can also be a powerful way to connect with customers who long for the familiarity of the past of their favorite brands.

The timeless and recognizable red, white, and blue color palette remains intact, serving as a nod to the brand’s heritage while embracing modern design principles.

As a result, it is a visual identity that resonates with both nostalgia and innovation — a delicate balance that Pepsi navigates well.

A New Branding Vision

The updated brand identity was designed to align with the brand’s new objectives.

“The new design showcases a bold typeface, signature pulse, and an updated color palette, including the color black highlighting the brand’s commitment to Pepsi Zero Sugar” (PepsiCo, 2023)

The company appears to be attempting to distance itself from the conventional association with soft drinks (sugary and unhealthy habits). Instead, it reinforces its dedication to providing carbonated soft beverages with zero sugar, packaged entirely in 100% recycled PET plastic bottles. So, this highlights how design and visual identity are an essential aspect of being a brand that can significantly impact the products or services you offer.

Eric Melis, VP of Global Brand Marketing 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.”

By investing in a refreshed visual identity, Pepsi aims to differentiate itself in a crowded marketplace and carve out a distinct niche in consumers’ minds. With its finger on the pulse of cultural trends and consumer preferences, Pepsi is poised to make a lasting impression on the global stage.

A Toast to The Future

As Pepsi raises its glass to toast its new look, the world eagerly watches to see if this bold move will pay off. With the help of the BrandValuer app, we dared to take a chance and unlock the true potential of Pepsi’s brand value through the Royalty Relief & Discounted Cash Flow approach.

With its eyes set on the horizon and a firm commitment to innovation, Pepsi stands poised to leave an indelible mark on the beverage industry. Whether its fresh sip of reinvention leads to sustained success remains to be seen, but one thing is certain: in the dynamic world of branding and consumer engagement, those who dare to innovate often reap the sweetest rewards.