By Rafiq Vayani
DUBAI: Pepsi®’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. The artwork in the UAE featuring the re-designed and refreshed Pepsi® globe logo was unleashed on the world’s tallest observation wheel, Ain Dubai to showcase Pepsi’s new visual identity, in a blaze of pulsing electric blue and black, seamlessly blending local digital creativity with global brand resonance, carrying the brand into its new era.
To celebrate this milestone moment, Pepsi has curated an unparalleled experience with a pop-up booth on the bustling promenade of Jumeirah Beach Residence (JBR) in Dubai, a prime location known for its cultural significance and vibrant consumer presence. Taking over this iconic beachfront, Pepsi continues to resonate deeply with the spirit of the new generation of enthusiasts, embodying their challenger mindset and thirst for exhilarating experiences. This activation at JBR Beach promises an immersive fusion of light, music, and engaging activities against the backdrop of the Dubai Eye, offering an experience like no other. It’s a celebration of those who constantly seek to embrace new adventures and experiences, always thirsty for more.
The new logo thoughtfully borrows equity from Pepsi’s past, whilst incorporating modern elements to create a look that is unapologetically current and undeniably Pepsi. The updated color palette introduces electric blue and black to bring a contemporary edge to the classic Pepsi® color scheme, whilst the signature Pepsi pulse evokes the “ripple, pop and fizz” of Pepsi-Cola – moving in time to the beat of music, the roar of the crowd, the heartbeat of culture.
The takeover of Ain Dubai marks the first step in Pepsi’s new, bold era across design, storytelling, and partnerships in the UAE. Pepsi 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.
Karim El Fiqi, Senior Vice President, and Chief Marketing Officer at PepsiCo AMESA, emphasized, “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 we encourage amongst our consumers to try new things and live new experiences. 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. And what better way to showcase the brand’s transformation than through the iconic installations in Kingdom of Saudi Arabia, Egypt, Lebanon and Dubai! This exciting change is our endeavour to stay true to our roots while embracing the future and it isn’t just limited to a logo, it’s a commitment to innovation, design, and storytelling. As we move ahead, 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, sports and culture.”, he further added.
