Pepsi’s highly-anticipated re-brand is set to hit UK shelves in earnest from next month, with a bold new visual identity reminiscent of the brand’s iconic 90s logo.
First unveiled in its home market in March 2023, the new logo initially rolled out to US retailers in the Autumn. UK Pepsi fans will no doubt have noticed many the new-look cans also making their way onto the British market in recent months, ahead of an official launch.
Marking it first significant visual overhaul since the late 2000s, the iconic soft-drink brand’s new identity will be promoted across the UK with a wide-ranging campaign breaking via TV, radio, out-of-home and experiential marketing.
The new campaign forms part of a concerted effort by the Tango, Purdey’s, Robinsons and R. White’s Lemonade owner to attract a younger customer demographic whilst retaining it existing customer base.
“At PepsiCo, we design our brands to tell a compelling and holistic story. Pepsi is a shining example of a brand that has consistently reinvented itself over 125 years to remain a part of pop culture and a part of people’s lives,” PepsiCo senior vice president and chief design officer, Mauro Porcini, said.
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“We designed the new brand identity to connect future generations with our brand’s heritage, marrying distinction from our history with contemporary elements to signal our bold vision for what’s to come.”
The move comes at an opportune moment for the US firm, registering a healthy 8.1% jump in sales to £443.5m in the final quarter of 2023 off the back of the re-brand’s home launch.
Pepsi chief marketing officer, Todd Kaplan added: “Pepsi is an iconic brand that is constantly evolving with the times, as it has been a staple in pop culture and disrupted the category for the past 125 years.
“We couldn’t be more excited to begin a new era for Pepsi, as this exciting new and modern look will drive brand distinction to show up bigger and bolder and help people find new ways to unapologetically enjoy the things they love. This new visual system brings out the best of the Pepsi brand’s rich heritage, while taking a giant leap forward to set it up for success in an increasingly digital world.”
