After 14 years, PEPSI launches its new visual identity in Brazil. The new logo, which once again places the PEPSI name at the center of the symbol, seeks to rescue historical elements of the brand and reinforce its current positioning with the expression “TAKE THIS”.
The brand aims to strengthen its connection with the public through segments such as football, gastronomy and entertainment, highlighting how PEPSI’s flavor and intensity adapt to different occasions. The new logo is an update that is also reflected in the packaging, expanding its presence on the shelves. The PEPSI Black line, aimed at zero-sugar drinks, stands out in this context.
The rebranding was presented during an event at the Mercado Municipal de Pinheiros, in São Paulo, last Tuesday (20). The PEPSI PARTY marked the beginning of this new phase. A drone show on the Ponte Estaiada, one of the tourist attractions in the capital of São Paulo, projected the new logo into the sky.
Until September 1st, Mercado de Pinheiros will be hosting a brand activation event created by the Bakery agency. The PEPSI space, where the event took place, will be open to the public, offering an Instagrammable area and beverage distribution. The venue will be decorated with the new visual identity, and the restaurants in the complex will offer combos that pair well with PEPSI Black.
“The new visual identity brings back fond memories of the brand’s other logos, while new elements bring modernity. This new era in Brazil aims to bring consumers even closer, providing memorable experiences, always accompanied by the flavor and attitude that PEPSI offers,” says Diego Bastian, Head of Marketing for Carbonated Beverages at PepsiCo Brazil.
PEPSI’s new visual identity, announced globally during the brand’s 125th anniversary, is already being transitioned to packaging in Brazil and can be found at the country’s main points of sale.
Campaign
To promote this new phase, PEPSI maintains its focus on pop culture, with an emphasis on gastronomy and entertainment. The brand chose Marcos Mion, PEPSI ambassador, as the protagonist of the advertising campaign. Mion appears in a film created by the agency Wieden+Kennedy SP and produced by Genco, highlighting the brand’s new look and the intensity of the PEPSI Black flavor.
The advertising film is part of a broader strategy, which includes PEPSI’s presence at events such as the show by singer Ana Castela at the Festa do Peão de Barretos, where the artist, also a brand ambassador, performed in an outfit inspired by PEPSI’s new visual identity.
