Last month Pepsi Philippines unveiled a new branding identity through a celebration at the SM Mall of Asia Concert Grounds in Pasay City. Together with creative agency BBDO Guerrero, Pepsi revealed its new visual identity at Pepsi Pulse 2023 – the first-ever roll-out of Pepsi’s new logo outside of the US.
Hyping up the local tagline, Mas Masarap Maiba (It’s better to be different), Pepsi celebrates the individuality and authenticity of its audiences.
“While staying true to its rich brand heritage, the new Pepsi logo also keeps up with the times by being relatable to the youth and embodying the essence of the global Gen Z community,” BBDO said in a release adding that, “The new design includes a new custom typeface and a visually distinct soda can silhouette with incorporated elements of an electric blue and black pulse, synonymous with the vibrant energy that Pepsi promises for its younger audiences.”
Tthe event was hosted by social media personalities Jaz Reyes, Mikee Reyes, and Mimiyuuuh. Pepsi Pulse 2023 included performances by Filipino artists Ace Banzuelo, Filipino alternative rock band Mayonnaise, and the P-Pop group SB19.
“Pepsi’s identity will always transcend the times by continuously reinventing our style and consumer approach. As we celebrate a new chapter in Pepsi’s story, we ensure that all our consumers will be part of our experience as we encourage them to be bolder, authentic, and unapologetic,” says Ray Philip Pine, at Head of Marketing for PH Beverages at PepsiCo Philippines.
Kyle Cruz-Tan, Client Services Director at BBDO Guerrero adds, “We are thrilled to be part of Pepsi’s new era here in the Philippines. This fresh and exciting direction gives us so much inspiration on how we can chart new creative horizons for the brand, and we are glad to be a part of this journey.”
The Pepsi Pulse 2023 event trended organically on the number one spot for three consecutive todays. On the launch date, Pepsi also dominated the trending spots 2-5, in the top 10, on the social media platform X. The campaign has an estimate of 145.3MM reach and has currently garnered a total 151.8MM impressions across all of social media platforms.
The event was also made possible with the help of events agency SAGA Events, Inc. and PR Agency, Hatch Solutions.