Pepsi adopts maximalism in its first visual makeover in 14 years.

Pepsi has been trying out new and innovative ideas to position itself as a "disruptor" brand. It has come up with a reality show, virtual restaurant, and various experiments with soda, including mixing it with nitro and collaborating with Peeps. The beverage giant is now aiming to shake up its visual identity to reflect its dynamic and energetic approach. The company feels that its current image is too dull and not lively enough, and it wants to make a bolder statement.

Todd Kaplan, who is the chief marketing officer of Pepsi, shared in an interview that they are carrying out various actions that are bold and not reserved. He revealed that the logo and visual design they previously had did not align with the behavior and character of their brand.

Pepsi has recently made significant changes to its brand logo and various other touchpoints pertaining to both its digital and physical presence. These changes include alterations to packaging, fountain and cooler equipment, trucking fleets, dining experiences, and even fashion choices. After years of internal development, Pepsi has finally achieved its desired facelift, with assistance and feedback along the way from multiple agency partners. This rebranding effort will be implemented across all of Pepsi's touchpoints beginning in North America this autumn, in honour of the brand's 125th anniversary.

Mauro Porcini, the top design officer at PepsiCo, described the journey as quite a progress during his call with Kaplan. This marks the end of that journey and the start of a fresh chapter.

Pepsi is making a big change by moving away from the simple branding that has been popular in marketing for over 10 years. They have replaced their dull blue color with a bright and striking electric shade, which pairs well with sharp black tones for more contrast. Additionally, they are putting more emphasis on Pepsi Zero Sugar, which already uses black in its packaging. According to Kaplan, this healthier option will play a bigger role in driving growth for the company going forward.

Kaplan expressed that this is the initial opportunity for us to fully adopt the idea of a master brand approach.

Consumers may soon notice a change in the Pepsi logo as the word "Pepsi" has been moved inside the logo's globe shape. This alteration aims to unify and provide more versatility to the logo design while also bringing to mind previous versions of the logo. The font used for the new "wordmark" is bolder than the previous version's lowercase letters. Pepsi is also introducing a "pulse" motif, which depicts a sense of movement and vitality, and pays tribute to the brand's music-based campaigns that have resulted in outstanding marketing efforts.

Together, these modifications are linked by the company's main objective of promoting "unashamed pleasure." This means experiencing the thrill of letting loose and giving in to indulgence, according to the executives. The changes are designed to account for the needs of a rapidly evolving digital age where marketing involves fewer fixed elements and there's a greater focus on the integration of both physical and digital experiences. A statement released to the press mentions that Pepsi is interested in exploring cutting-edge platforms like Web3 and the metaverse, as well as developing stronger connections with younger audiences through the company's rich history.

Kaplan expressed the importance of avoiding being just a small image that people copy and insert in a document. Instead, we must welcome and adopt the use of new technologies and platforms.

"Years of Dedication and Hard Work: A Journey towards Success"

Pepsi is getting a makeover coinciding with their 125th anniversary. They are planning to promote the change to consumers in North America in the fall, and then globally in early 2024. Pepsi won't say what the marketing will be like, but they claim that it will be a grand occasion for the brand. Despite the unstable economy, PepsiCo has been doing well, surpassing analyst forecasts for earnings and revenue in the fourth quarter. However, they have also raised prices due to inflation. 

Pepsi has recently released a massive visual update, which is the longest gap between changes of this kind in the company's history. The previous major update took place 14 years ago, which was only a few years after the introduction of the iPhone and well before the rise of digital apps such as Netflix and TikTok. Pepsi made the decision to step down as the sponsor for the Super Bowl Halftime Show last year after prioritizing digital marketing, though they still maintain a relationship with the NFL. Moving forward, Pepsi will focus on remaining adaptable to rapidly changing consumer behaviors as their top priority.

According to Kaplan, we are about to see a massive growth in the next 10 to 15 years in terms of our advancements in Web3 and the metaverse, as well as digital technology as a whole.

Pepsi is changing its image to attract younger people who belong to the Gen Z category. They have been investing more in popular apps such as TikTok and are collaborating with content creators. However, it’s important to remember that Pepsi is a brand for the general public, not just for young people. Pepsi Zero Sugar is a popular product that is often marketed to an older audience. Recently, Pepsi Zero Sugar was the main focus of the brand’s football marketing campaign, and they even ran an advertisement during the Super Bowl that highlighted a new formula.

Kaplan stated that the new system's impressive aspect is that it appears like an updated rendition of an old system that is recognizable to older consumers. For younger consumers, it has a daring and fashionable feel to it.

Kaplan stated that it's rare for brands that have been around for 125 years to remain in touch with current trends. Most brands, especially those with a long history, tend to become old-fashioned and no longer interesting after a while.