Within the UK – the place the rebrand will go stay within the spring – the brand new design showcases a daring typeface, signature pulse and up to date colour palette: designed to create a constant id throughout Pepsi MAX (often known as Pepsi Zero within the US), weight-reduction plan, common and flavored cola ranges.
It ‘evolves the Pepsi model to symbolize its most unapologetic and pleasant qualities’, and spans throughout all bodily and digital touchpoints, together with packaging, fountain and cooler gear, fleet, trend and eating.
Introduced final March, the brand new look hit cabinets within the US within the fall – serving to mark the model’s 125th anniversary – and has now began rolling out globally this 12 months.
The rebrand represents the primary overhaul of the brand in 14 years.
Bringing conventional cola into 2024 and past
Pepsi’s rebrand hones in on style and refreshment – with analysis from Kantar exhibiting that it’s style that’s the primary attraction to the cola class (70% of customers say they flip to the class as a result of they ‘benefit from the style’).
The brand new visible system “brings out the most effective of the Pepsi model’s wealthy heritage, whereas taking a large leap ahead to set it up for fulfillment in an more and more digital world,” in response to Pepsi’s chief advertising officer Todd Kaplan.
Key design components embody:
- The Pepsi globe and wordmark have been united to suit into quite a lot of settings and emphasize the Pepsi branding.
- An up to date colour palette introduces electrical blue and black to convey ‘distinction, vibrancy, and a recent edge’ to the basic Pepsi colour scheme.
- Pepsi Zero Sugar / Pepsi MAX makes use of the colour black.
- A brand new visually distinct can silhouette ‘heroes the long-lasting Pepsi can as an accessible model for all.’
- A fashionable, customized typeface displays the model’s ‘confidence and unapologetic mindset’.
- The signature Pepsi pulse evokes the “ripple, pop and champagne” of Pepsi-Cola with motion. It additionally references the rhythm and vitality of music (Pepsi champions its robust hyperlink to popular culture and music: such because the Pepsi Problem, Tremendous Bowl Halftime Present, and adverts with world-class musicians and actors).
“Pepsi is a shining instance of a model that has constantly reinvented itself over 125 years to stay part of popular culture and part of folks’s lives,” mentioned Mauro Porcini, SVP & Chief Design Officer of PepsiCo, because the rebrand launched within the US final 12 months.
“We designed the brand new model id to attach future generations with our model’s heritage, marrying distinction from our historical past with modern components to sign our daring imaginative and prescient for what’s to come back.”
Cola stays high UK class
New Pepsi branding will hit UK cabinets in March: accompanied by packaging visuals, in-store supplies and shows.
The roll-out will likely be supported by a totally built-in marketing campaign, together with TV, radio, out-of-home and experiential advertising. In step with Pepsi’s Thirsty for Extra marketing campaign, it is going to spotlight Pepsi’s ‘dedication to celebrating those that problem conventions and need to have enjoyable, whereas forging deeper connections via shared passions’. The marketing campaign is designed to underscore how the ‘nice, daring style of Pepsi fuels these moments of enjoyment.’
Britvic – which distributes Pepsi in Nice Britain – says cola stays a key class within the UK.
“The rebrand displays Pepsi’s challenger mindset and drive to push tradition ahead while remaining iconic and timeless, with a brand new brand and visible id that borrows fairness from its previous and incorporates fashionable components to create a glance that’s unapologetically present and undeniably Pepsi,” defined Ben Parker, Britvic Retail Industrial Director in Nice Britain.
“The colourful new look will seize the eye on the shelf, enjoying a key position in drawing youthful customers into the class. Because the primary delicate drink class, value £6bn cola presents a serious gross sales alternative, and this rebrand will assist retailers maximize gross sales by sparking a renewed curiosity within the model.
“Pepsi and Pepsi MAX are well-known and cherished by many, however as a model with such a wealthy historical past, it’s important that we work to evolve its appear and feel, driving relevance for the following technology.”
