Pepsi changes its global brand identity

HO CHI MINH CITY - Pepsi announced a new logo in the Vietnamese market with a series of entertainment, technology and exhibition experiences from March 23-25.

This is the 7th brand identity in the brand's history, and also the first update to the Pepsi globe logo in the past 15 years. Previously, the company changed in North America in 2023 on the 125th anniversary of the brand's founding. This year marks 30 years since the company entered the Vietnamese market.

Tens of thousands of Pepsi fans attended the launch of the new logo and brand identity system at Nguyen Hue walking street on the evening of March 23. Photo: Pepsico

Accordingly, the new identity has been transformed in terms of font style, color palette and logo icon. In addition to the classic color set of cola beverages, the new design has electric blue and the signature black color of sugar-free Pepsi. The new design unifies the Pepsi globe logo and the brand name, incorporating movements and effects. The new logo also has more flexibility to switch between physical and digital platforms. The new identity will appear across languages ​​and cultures, on every platform, from packaging to display tools, even fashion.

"Pepsi is an iconic brand that has evolved with the times, is a staple of pop culture, and has been disrupting the industry for the past 125 years," said Todd Kaplan, President and CEO. Marketing - Pepsi - US market said. This new brand identity system maximizes the core values ​​of Pepsi's heritage, while establishing a foundation for success in an increasingly digital world.

7 Pepsi brand identities in history. Photo: Pepsico

According to brand leaders, the new logo and brand identity system are not simply a refresh of the brand image. Brand design tells a compelling and comprehensive story.

Mr. Eric Melis, Vice President of Global Brand Marketing, Carbonated Beverages at PepsiCo emphasized that through this change in brand identity, the company wants to represent an attitude and mindset that is always challenging. themselves, breaking all limits and encouraging young people to constantly experience new things. "Fans can expect familiar flavors along with new experiences and even more unique entertainment from Pepsi in the new era, especially in music, sports and culture," he revealed.

With the principle of constantly innovating according to the cultural pulse, along with the campaign to change its identity, Pepsi also signed contracts with new brand identity partners such as Baby Monster - a band considered the next generation. of Black Pink (Asia-Pacific region), Uraz Kaygilaroglu (Turkey), GEM, Dylan Wang and Leo Wu (China).

HurryKng performed at the Pepsi - Thirsty for more concert on the night of March 23. Photo: Tran Quynh

Without disclosing the investment amount for this logo change, Mr. Jahanzeb Khan - General Director of Suntory PepsiCo Vietnam Beverage Co., Ltd. affirmed that this is an important campaign marking a new turning point for the brand. Global Pepsi as well as brands in Vietnam have invested a lot in this campaign, from market research, developing creative ideas, designing new logos and brand identities, to implementing the campaign. on many different media channels. "This is a significant investment that demonstrates Pepsi's commitment to innovation and brand development. We believe that this campaign will bring great results and help Pepsi achieve new steps forward." in the beverage market, especially in Vietnam," Mr. Jahanzeb Khan said.

On this occasion, the label organized the Pepsi - Thirsty for more concert on the night of March 23, with performances by artists such as My Tam, Toc Tien, Karik, Suboi, B Ray, Double2T, Yuno BigBoi, HurryKng, Captain Boy, Huynh Cong Hieu... The event attracted thousands of attendees, mainly young people.

Mr. Jahanzeb Khan interacted with Pepsi fans at the event. Photo: Pepsico

"There will be many vibrant music spaces, diverse experiences and connections, and Pepsi's impressive new look will be deployed in 2024," Mr. Jahanzeb Khan added.

Hoang Anh

Source: https://vnexpress.net/pepsi-thay-doi-bo-nhan-dien-thuong-hieu-toan-cau-4726068.html