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Pepsi® steps into a dynamic new era with a new look and exciting culture-first experiences across sports and music

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. To mark the moment, digital installations – each featuring the re-designed and refreshed Pepsi® globe logo – rose above landmarks worldwide for a digital showcase of Pepsi®‘s new visual identity in a blaze of pulsing electric blue and black, carrying the brand into its new era.

In London, a Pepsi 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 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 logo, took over skylines in Warsaw, Poland and Ho Chi Minh, Vietnam, each comprised of over 70 balloons.

Elsewhere worldwide, Pepsi 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 can land mid-game, to the audible delight of the onlooking crowd.

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 colour palette introduces electric blue and black to bring a contemporary edge to the classic Pepsi colour scheme, whilst the signature Pepsi 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.

The international takeover marks the first step in Pepsi’s new, bold era across design, storytelling, and partnerships. 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.

Eric Melis, VP, Global Brand Marketing, Carbonated Soft Drinks at PepsiCo, said: “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 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 logo as part of the design process and the majority included the Pepsi 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 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’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 fans across the globe are urged to keep their eyes peeled for more unforgettable experiences that will land later this year.

Lipton Ice Tea, the number one ready-to-drink tea brand1, is relaunching its range in a modernised design with a packaging makeover for all flavours. The packaging refresh is also accompanied by a reduction in sugar across the core range of Peach, Lemon, and Green Mint & Lime. The reduction will help the brand continue to appeal to the growing number of shoppers on the lookout for lower sugar options without any compromise on taste.

Half of shoppers say they are actively reducing the amount of sugar they consume2, which makes it the perfect time for Lipton’s relaunch. The new and improved drinks will maintain Lipton’s refreshing fruity taste and offer shoppers a lower sugar alternative, without compromising on great flavour.

As the leading brand in ready-to-drink tea3, Lipton Ice Tea’s value grew + 27 % in 20224 with further opportunities to grow as it taps into the 50 % of shoppers who choose food and drink products with reduced or no sugar content5. As a soft drinks segment, ready-to-drink tea represents a trade up opportunity for retailers, holding a price point of £2.43 per litre on average, versus the wider soft drinks’ £1.34 per litre6. This represents a premium option for consumers, and allows retailers to offer a full range of soft drinks which caters to multiple tastes and wallets.

The relaunched range will roll out across all channels from March 2023.

The new Lipton Ice Tea recipes are the latest lower sugar offering from Britvic, with continued innovation and reformulation programmes enabling the company to offer consumers healthier choices as part of ist Healthier People sustainability strategy. In 2022, this meant 96 % of its innovation launches were low or no calorie drinks – with an average of around 14 calories per serve across its Great Britain portfolio.

1NielsenIQ RMS, Total Coverage GB, Ready-To-Drink Ice Tea value sales, Britvic Defined 5Y, 31st Dec 2022
2Mintel – Attitudes towards Sugar and Sweeteners – UK – 2021
3NielsenIQ RMS, Total Coverage GB, Ready-To-Drink Ice Tea value sales, Britvic Defined 5Y, 31st Dec 2022
4NielsenIQ RMS, Total Coverage, RTD Ice Tea value sales, Britvic Defined, MAT we 31.12.2022
5Mintel – Attitudes towards Sugar and Sweeteners – UK – 2021
6NielsenIQ RMS – Total Coverage, Total Soft Drinks Britvic Defined, Average Price Point MAT we 31.12.2022

Following the recent news that The Coca-Cola Company plans to relaunch its sports drink Powerade in India within the next two months as part of its strategy to compete with PepsiCo’s Gatorade, Shagun Sachdeva, Consumer Insights Analyst at GlobalData, a leading data and analytics company, offers her view:

“The news comes as no surprise as the demand for functional sports drinks is growing exponentially in India and resonates well with millennials. Coca-Cola, being one of the country’s leading beverage companies, is now looking to tap into this category and increase its non-aerated drinks portfolio.

“Coca-Cola has collaborated with ICC World Cup as official sponsor with an aim to compete with Gatorade-owner PepsiCo in India. The calculative strategy is a part of company’s larger focus to evolve into a total beverage company by investing around $5bn by 2020 and make India as its third largest market. This is the second time Coca-Cola is trying to launch Powerade in the country.

“Powerade, which registered billion dollar plus sales globally, is currently available in India through imports. GlobalData forecasts the Indian sports drink market to grow from US$2.81bn in 2017 to US$5.87bn by 2023, propped up by healthy and better-for-you functional beverage options.

“Coca-Cola has collaborated with ICC World Cup as an official sponsor with an aim to compete with Gatorade-owner PepsiCo in India. The calculative strategy is a part of the company’s larger focus to evolve into a total beverage company by investing around $5bn by 2020 and making India its third largest market. This is the second time Coca-Cola is trying to launch Powerade in the country.