Pepsi Unveils Fresh Visual Identity In Spectacular Ain Dubai Launch

On March 1, Pepsi is introducing its first major global redesign in fourteen years, debuting a new look that has taken flight across more than 120 markets worldwide. The highlight of this launch was the unveiling of the refreshed Pepsi globe logo on the world's tallest observation wheel, Ain Dubai, symbolising the brand's new visual identity. This momentous occasion was marked by an electric display of blue and black, blending digital creativity with global brand resonance, and signaling the beginning of a new era for Pepsi.

To commemorate this significant milestone, Pepsi has curated a unique experience with a pop-up booth located on the bustling promenade of Jumeirah Beach Residence (JBR) in Dubai. This prime location, known for its vibrant consumer presence and cultural significance, now hosts an iconic beachfront takeover by Pepsi. The brand's activation at JBR Beach offers an immersive experience, combining light, music, and engaging activities against the picturesque backdrop of the Dubai Eye. It celebrates the spirit of adventure and the thirst for exhilarating experiences among the new generation of enthusiasts.

The Philosophy Behind the New Logo

The revamped logo retains elements of Pepsi's heritage while incorporating modern twists to present a look that is both contemporary and unmistakably Pepsi. The updated color scheme features electric blue and black, adding a modern edge to the classic Pepsi colors. The signature Pepsi pulse, symbolising the "ripple, pop, and fizz" of Pepsi-Cola, connects with the beat of music, the excitement of crowds, and the pulse of culture.

Karim El Fiqi, Senior Vice President and Chief Marketing Officer at PepsiCo AMESA, shared insights into the brand's new direction, stating, "This visual identity change embodies our brand platform 'Thirsty for More,' encouraging consumers to embrace new experiences and challenge conventions. Our new identity is bold, modern, and iconic, reflecting our commitment to innovation, design, and storytelling."

Mira Medhat, Beverages Head of Marketing - Gulf, echoed this sentiment, highlighting the brand's dedication to delivering unforgettable experiences and staying ahead of the curve. The digital installation at Ain Dubai epitomises Pepsi's commitment to innovation and enjoyment.

JBR Experience

Fans in the UAE can look forward to more unforgettable experiences set to be unveiled later this year. The experiential pop-up booth at JBR Beach is open to the public on March 2-3 with free entry, offering a glimpse into Pepsi's vibrant future.