Pepsi, one of the iconic giants in the carbonated drinks market, is entering a new era with its latest marketing campaign under the slogan "Thirsty for More." In March 2024, the brand launched a series of activities aimed at encouraging consumers to discover a fresh Pepsi image that has undergone its biggest makeover in more than 14 years.
A New Visual Identity
A bold typeface, a vivid color palette and a pulsating background - these are the elements that set the new Pepsi design apart. This is not just a rebranding; it is a nod to the brand's fans, emphasizing both modernity and the iconic style of the drinks of the 1970s and 1980s. In addition, the brand has introduced digital elements into its visual identity, adding dynamism and energy. The new branding perfectly reflects Pepsi's values - openness and boundless joy - while retaining the same unforgettable taste that consumers around the world love.
The Global "Thirsty for More" Campaign
For more than a hundred years, Pepsi has consistently focused on innovation and creative approaches, meeting consumers' expectations. Today, young consumers expect not just information from brands, but above all experiences. Inspired by the idea of "acts, no ads," Pepsi focuses its communication strategy on actions, places and contexts where the main goal is to deliver uninhibited fun and enjoyment. The campaign's guiding slogan, "Thirsty for More," manifests itself in unconventional and innovative solutions that provide unique consumer-centered experiences and interactions.
Implementation in the UK
The Pepsi campaign, run under the consistent global slogan "Thirsty for More," debuted in the UK in March and will continue until the autumn. Communication activities include traditional and digital media, as well as numerous events, such as an open meet-up for Pepsi fans at Varso Tower. Pepsi not only presented its refreshed logo during the event, but also initiated a series of activations covering both digital activities and traditional media.
The teams at Feeders Agency, Flywheel Public Relations and Zenith Polska are working on the communication strategy, creative work and media exposure for the brand in the UK. In addition, sampling activities across the country are coordinated by Ewesa - Brand & Customer Experience Agency.
Pepsi promises a full range of interactive experiences for consumers, from interactive cans showcasing the brand's new logo to special ball pits and cultural and sporting events. In addition, the brand will take part in sponsoring music events such as SBM FFestival and the UEFA Super Cup, demonstrating its commitment to diverse areas of entertainment and culture.
The "Thirsty for More" campaign is more than just advertising - it is an invitation to discover a new Pepsi era full of joy and energy.
