In a vibrant event at the SM Mall of Asia concert grounds in Pasay City, Manila, Pepsi Philippines, in collaboration with the creative agency BBDO Guerrero, has officially launched its new branding identity. This significant reveal at Pepsi Pulse 2023 marks a pivotal moment for the brand, as it’s the first time the new logo has been showcased outside the United States.
A Modern Twist on a Classic Brand
The revamped Pepsi logo retains the brand’s rich heritage while aligning with contemporary fashion trends. It’s a strategic move to appeal to the younger generation, particularly Gen Z. The new design, featuring electric blue and black pulse elements, symbolizes a soda can silhouette, embodying the dynamic energy Pepsi aims to deliver to its youthful audience. The regional tagline, “Mas Masarap Maiba” (It’s better to be different), underscores Pepsi’s commitment to celebrating the uniqueness and authenticity of its consumers.
Pepsi’s Timeless Identity Meets Modern Innovation
Ray Philip Pine, head of marketing for PH Beverages at PepsiCo Philippines, emphasized the brand’s enduring legacy and its adaptability to the changing times. “Pepsi’s identity will always transcend the times by continuously reinventing our style and consumer approach,” he stated. The brand’s new chapter is not just a visual makeover but a commitment to engaging consumers in a more bold, authentic, and unapologetic manner.
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BBDO Guerrero’s Creative Vision for Pepsi
Kyle Cruz-Tan, client services director at BBDO Guerrero, expressed excitement about being part of Pepsi’s new journey in the Philippines. This fresh direction is not only a source of inspiration for the agency but also an opportunity to explore new creative avenues for the brand. The collaboration signifies a shared vision of innovation and relevance in today’s fast-paced market.
Connecting with the Gen Z Demographic
Pepsi Philippines’ new branding strategy is a calculated effort to resonate with a younger, more dynamic audience. By tapping into the pulse of Gen Z, the brand is set to redefine its presence in the beverage industry, aligning its identity with the aspirations and values of today’s youth.
A Future of Bold Branding and Consumer Experience
As Pepsi Philippines embarks on this refreshed branding journey, it sets a precedent for how heritage brands can evolve while staying true to their core values. The new identity is not just a visual change but a strategic move towards a more engaged and authentic consumer experience.
