Pepsi Max ® steps into a dynamic new era with a new look and exciting culture-first experiences across sports and music
LONDON, March 1, 2024 /PRNewswire/ -- Today, Pepsi Max ®'s new look takes flight worldwide, taking over iconic global locations as its first major global redesign in fourteen years was unleashed across over 120 markets. To mark the moment, digital installations - each featuring the re-designed and refreshed Pepsi Max® globe logo - rose above landmarks worldwide for a digital showcase of Pepsi Max ®'s new visual identity in a blaze of pulsing electric blue and black, carrying the brand into its new era.
In London, a Pepsi Max digital installation appeared beside The O2 arena in the east of the city, appropriate to the brand's long and storied support of international music acts. The view from the nearby cable cars saw an inflatable Pepsi Max 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 Max logo, took over skylines in Warsaw, Poland and Ho Chi Minh, Vietnam, each comprised of over 70 balloons.
Elsewhere worldwide, Pepsi Max put on vast shows in AlUla in Saudi Arabia, on the Nile in Egypt and Ain Dubai, each harnessing innovative technology - giving consumers cutting-edge experiences to discover. Meanwhile, the Gaddafi Cricket Stadium in Pakistan saw a giant Pepsi Max can land mid-game, to the audible delight of the onlooking crowd.
The new logo thoughtfully borrows equity from Pepsi Max's past whilst incorporating modern elements to create a look that is unapologetically current and undeniably Pepsi Max. The updated color palette introduces electric blue and black to bring a contemporary edge to the classic Peps Max color scheme, whilst the signature Pepsi Max pulse evokes the "ripple, pop and fizz" of Pepsi-Cola - moving in time to the beat of the music, the roar of the crowd, the heartbeat of culture. The logo was first unveiled in the US and is now launching in over 120 countries worldwide through various consumer touchpoints - spanning digital, experiential and retail.
Today's international takeover marks the first step in Pepsi Max's new, bold era across design, storytelling, and partnerships. Pepsi Max will continue to drive culture forward in 2024 by delivering one-of-a-kind experiences, all deeply connected to fan passions and desire to live "Thirsty for More", the brand's philosophy, which champions anyone who challenges conventions in pursuit of enjoyment, whilst celebrating people's thirst for the unexpected and eagerness to discover, experience and do more.
Eric Melis, VP, Global Brand Marketing, Carbonated Soft Drinks at PepsiCo, said: "We wanted to show how Pepsi Max, 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. What better way to showcase the brand's transformation than through these iconic installations. We've always been a bold brand that challenges conventions, challenges the status quo and always puts enjoyment first. Our new visual identity is bold, unapologetic, modern, and iconic. Our fans can expect the same great taste they've come to love with even more of the immersive and entertaining experiences we're known for across music, sport and culture.
"People worldwide were asked to draw the Pepsi Max logo as part of the design process and the majority included the Pepsi Max name as part of our globe - remarkable given that the name and the globe have been separated for the past fourteen years. 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 Max continues to move at the speed of culture, delivering on what people are thirsty for - innovative products and iconic collaborations. In 2024, fans globally can expect to see more from Pepsi Max's existing partnerships with ambassadors, including Baby Monster (Asia-Pacific), Uraz Kaygilaroglu (Turkey), G.E.M., Dylan Wang and Leo Wu (China).
As a champion of those who like to step out of their comfort zone and enjoy more of what they really like, Pepsi Max fans across the globe are urged to keep their eyes peeled for more unforgettable experiences that will land later this year.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo (NASDAQ: PEP) generated more than $91 billion in net revenue in 2023, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
CONTACT: Jack Ashton, pepsigrand@hopeandglorypr.com
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