Pepsi Debuts Revamped Look Globally at Iconic Landmarks

Jacqueline Barba
Digital Editor
Jacqueline Barba profile picture

Pepsi is shining a spotlight on its revamped visual identity across the globe by taking over iconic locations. The brand’s first visual overhaul in 14 years was unveiled a year ago, but it is rolling out across more than 120 markets this year. 

To mark the moment, Pepsi has deployed massive digital installations — each featuring the redesigned and refreshed Pepsi globe logo — above landmarks worldwide. Pepsi says the goal of the campaign is to serve as a digital showcase of the brand’s new look in “a blaze of pulsing electric blue and black,” according to a media release.  

In London, a Pepsi digital installation appeared beside The O2 music and sporting arena, which the brand says is appropriate given its “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 comprising more than 70 balloons.

Elsewhere worldwide, Pepsi put on a slew of shows in AlUla in Saudi Arabia, on the Nile in Egypt and Ain Dubai (a ferris wheel/tourist attraction in Dubai), each harnessing technology. Additionally, the Gaddafi Cricket Stadium in Pakistan saw a giant Pepsi can land mid-game.

Pepsi says the revamped logo borrows equity from its past while incorporating modern elements. The updated color palette introduces electric blue and black to bring a contemporary edge to the classic Pepsi color scheme, while the signature Pepsi pulse evokes the "ripple, pop and fizz" of Pepsi-Cola. 

The logo was unveiled in the U.S. and is now launching in over 120 countries worldwide through various consumer touchpoints, spanning digital, physical/experiential and retail. In February, Pepsi took over the iconic Sphere in Las Vegas. 

Pepsi says the international takeover marks the first step in the brand’s bold next era of design, storytelling and partnerships. 

“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,” Eric Melis, vice president of global brand marketing, carbonated soft drinks, PepsiCo, said in the release. “What better way to showcase the brand's transformation than through these iconic installations.”

"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,” he added. “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. We have an exciting 2024 ahead of us with our next stop bringing awe-inspiring entertainment to the UEFA Champions League Final Kick Off Show in June in Wembley and more."

Pepsi says consumers can expect to see more from the brand’s existing partnerships with ambassadors, including Baby Monster (Asia–Pacific), Uraz Kaygilaroglu (Turkey), G.E.M., Dylan Wang and Leo Wu (China), in 2024.