Communication strategy includes film created by Wieden + Kennedy SP starring ambassador Marcos Mion
Pepsi’s new visual identity has officially arrived in Brazil, 14 years after its last change. Inspired by the brand’s roots, the new logo offers a touch of nostalgia by returning the Pepsi name to the center of the symbol. The rebranding also directly reflects the brand’s positioning through the expression “TAKE THIS”.
As part of the strategy, the brand announced the rebranding at a party — in partnership with GR6 — at the Mercado Municipal de Pinheiros, in São Paulo, which will host brand activation until September 1st with an Instagrammable area and distribution of beverages from the portfolio.
“Our new visual identity brings back fond memories of other brand logos, while new elements convey modernity,” explained Diego Bastian, head of marketing for carbonated beverages at PepsiCo Brazil.
The brand also presented a film with ambassador Marcos Mion, created by Wieden + Kennedy SP and produced by Genco and French Fries Audio. With the motto “The intense flavor of Pepsi Black, now with a new look”, the piece shows the presenter meeting his great friends Felipe Solari – Patitas, from MTV Brasil – and Silvanny Sivuca – percussionist of the band Caldeirão with Mion.
By taking a sip of the drink, the audience “enters” the thoughts of the presenter, who praises the flavor and intensity of the product and draws attention to the brand’s new visual identity. The expression of satisfaction with each sip convinces his friends to also choose the drink to accompany the moment.
