Pepsi’s new brand look launched across the world as its first major global redesign in 14 years.
Bringing individual celebrations to the region, Pepsi rolled out its new look amidst iconic landmarks including AlUla in KSA, Ain Dubai in the heart of Dubai, Nile in Egypt and Pigeon Rock at Lebanon.
The reimagined Pepsi globe logo takes inspiration from the brand’s previous logos and updates it to fit with the modern times.
Refreshed logo
Karim El Fiqi, Senior Vice President, and Chief Marketing Officer at PepsiCo AMESA, shared the thought process behind the new logo with Campaign Middle East.
“We call ourselves always human centric. And by being human centric, we want to be always culture forward. We want to be relevant and meaningful for new generations.
“So the thinking process started with the fact that how do we become more relevant to consumers. And actually, there is a very interesting story of how the design team looked at this.”
“They got hundreds of consumers and asked them to draw the Pepsi logo out of their memory, and almost 90 per cent of the consumers, they drew the Pepsi name inside the globe.”
“While in reality, the logo and the name have been separated for the last 14 years.”
“This was the starting point that this history of Pepsi and the history of the logo was the big inspiration to bring some of the heritage and the history, but in a more futuristic, relevant and culture forward way,” El Fiqi adds.
Building a human-centric brand
Pepsi curated immersive experiences, in partnership with local artists and cultural influencers, that resonate with the spirit of the Middle East.
The soda brand brand set up a pop-up booth at Jumeirah Beach Residence (JBR) in Dubai.
El Fiqi emphasized, “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 we encourage amongst our consumers to try new things and live new experiences.”
El Fiqi hinted at other experiences the brand will be creating for its consumers in the coming year, including a Pepsi Diner, the brand’s involvement in music festivals, sports and more.
The rebrand will complete rolling out across the UAE in the next couple of weeks and will be completely roll out in the Middle East in two to three months time.
