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Pepsi Logo Change | Advertising, Branding

Posted 2 years ago

How Pepsi will spend hundreds of millions of dollars to change its brand logo worldwide 

In today’s era of aggressive marketing, the importance of continual branding cannot be undermined.  A brand identifies a company or a product and the logo is its proud extension. Customers today are spoilt for choice and have a flickering attention span. Out of sight is out of mind. Moreover, consumers do not mind spending their hard earned money on a brand that they trust and relate to and one that is etched in their minds through regular advertisements, online, digital and social promotions etc. Hence, the world’s biggest brands are constantly evolving over time by coming up with innovative new branding strategies that are relatable and are a hit with the masses. PepsiCo is the latest conglomerate that’s had to resort to re-branding in a big way in order to boost its declining sales as people are increasingly becoming more health conscious and opting for non-aerated and healthier drinks that were never even intended to be its competition. Additionally, arch nemesis Coca Cola has stolen a march on PepsiCo and has raced into the lead in terms of the battle of the soft-drink superbrands.

2016 saw PepsiCo spending a huge sum of money on revamping its logo in an attempt to jog the consumer’s wavering memory and loyalty. Despite the new logo being remarkably similar to the original, the smooth lines and simple flat colour scheme makes sure that the new logo uplifts Pepsi into the current generation. Noticeably, the new logo does look like it’s been made on the basis of what a Pepsi emoticon would look like.

Besides pushing aggressive ad campaigns in an attempt to take over social media platforms, Pepsi has also tried to revamp its image by making its packaging a bit more cool and chic and more relatable to the new identity that the brand seeks to imbibe. In addition to the emoticon-like new logo, quirky emojis now adorn the Pepsi bottles, lending a more youthful appeal to new-look brand. The move was first initiated in Canada with the launch of special edition cans and bottles that had trendy emojis printed on them while retaining the overall look and feel of the packaging. The designs have been created by Pepsi with the intent to reach out to a diverse target audience – both global and local markets. On being questioned about this unique value proposition, PepsiCo CEO Indra Nooyi stated, “Emojis are the language of today but no one has put them in the world like Pepsi will in 2016.” Indeed, this is a smart move on Pepsi’s behalf as wordless emojis are fun and can convey a variety of moods and feelings quickly without the need of any dialogue. One might argue that it isn’t worth investing hundreds of billions of dollars to market the new logo. However, given the popularity quotient of the ‘Say it with Pepsi’ campaign, the money is surely well spent and aptly invested! 

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88 Comments

  • Jimmy JoyPosted 2 years agoThey sure do know how to go about the strategy. Pepsi Spinspired emojis are now part of the other Emojis currently used on Twitter. Maybe the thinking is that a logo revamp will generate more curiosity in a cut throat market, and I sure hope this works out well. Personally not a Pepsi fan myself, but I love how they go about things on social media and I follow them religiously.
  • shikharPosted 2 years agopepsi new logo maybe with time they wanna improve.but we all will remember the old pepsi logo
  • Minal BPosted 2 years agoYehi hain right choice baby, ah ha. ...that's how it all began in India, Lehar Pepsi JV. Pepsi is a giant and world leader, though I personally am a Thums Up fan. Pepsi does get some really creative stuff and ther partnership with major events is also something to talk about. I am sure the change in logo will give refreshing new look and have more people talk and try it. So all the very best to PEPSI, hope this was a Right Choice Baby, Ah Ha!!! 😜
  • Nooreen saba Posted 2 years agogood 1
  • Jimmy JoyPosted 2 years agoSpellcheck in my previous comment. *sponsored
  • KinjuPosted 2 years agopepsi thi :P JEET GAYA
  • K ShivakrishnaPosted 2 years agoLooking good ways of advertising pepsi , but any of the offer does not follows there may be a chance of declining of fame. But all over ads were pretty nice . Once upon i used to have pepsi . But now i m having sprite . All you have to do is make tasty and it should be like mouthwatering . Thank you
  • saiPosted 2 years agoI like pepsi IPl
  • Nilesh IndurkhyaPosted 2 years agoNew Logo may be with new concept. Hope this will support them in increasing the sale too.
  • Vijay HarsoraPosted 2 years agopepsi "logo" nothing ever beats "Original" ...time to realise.
  • ANUJ RANAPosted 2 years agoNice logo
  • krishnaPosted 2 years agoNice Ad
  • BIbinPosted 2 years agoReally awesome work guys go ahead
  • K MamathaPosted 2 years agowow i love this idea of having different types of offers on pepsi. It will definitely wins!!!!!!!!!!!!!!!
  • Swapnil PorwalPosted 2 years agoPepsi doesn't want to give up their share in the market to COCA COLA.
  • Mukthadeer Ahmad QaziPosted 2 years ago🎩 😁 👕👍Great! 👖
  • asgarPosted 2 years agowow
  • Dharmendra Choudhary Posted 2 years agoCool use of emoticons to bring it into FMCG. Innovative
  • Harshprabha chopraPosted 2 years agoIt's too gud and very entertaining ad . My love for Pepsi is now more
  • Chanchal DasPosted 2 years agoFunny Ad... Impress all Pepsi lovers
  • ankit sharma Posted 2 years agoit's to good.. I love it
  • Rajdeep barmanPosted 2 years agoThe right choice
  • saqlainPosted 2 years agoAdvertisement is always mindblowing
  • Shariful AlamPosted 2 years agoVery nice. I want to win this
  • priyal poddar Posted 2 years agoPepsi...Love the new emoji..of it..its jusst cool
  • AnuragPosted 2 years agoGood one
  • anwar siddiquePosted 1 year agowoow tesrology adds hehehe he he i lik pepse because i like pepsi
  • abhishekPosted 1 year agoOld logo is better
  • kamal koliPosted 1 year agoPepsi thi khich gya... Heheheh
  • Rajendra Prasad ManjhiPosted 1 year agoPepsi aayo re jeeta yenaa hayre baba aadig GE khathraa nowaa Pepsi nu Katheg do aadig GE monzz bujaaw kana......
  • VijayPosted 1 year agoNice name htaa kyo rhe ho
  • Rakesh kumar Posted 1 year agoI like Pepsi
  • ArtiPosted 1 year agoGet set and go ready with Pepsi all time.
  • sdrbtvm@gmail.comPosted 1 year agoExcellent
  • MamtaPosted 1 year agoPepsi this Jeet Gaya ah ah Nice
  • Kishor Bhaskar jadhav Posted 1 year agoPapsi the best price on the way to get a good strength and durability of my favourite drink and so on and
  • Rohit singhPosted 1 year agosuper add
  • Soham SarkarPosted 1 year agoNew logo is good but old logo is was better. Pepsi find new ways to attract customers
  • Yash tiwariPosted 1 year agoWhat so ever the logo be pepsi will be no. 1
  • dr.AshutoshPosted 1 year agocool
  • Vishal Nimbalkar Posted 1 year agoPepsi......
  • Birjesh KumarPosted 1 year agoNice try to increase sell
  • Birjesh KumarPosted 1 year agoGood
  • Vivek Kumar YadavPosted 1 year agopepsi new logo maybe with time they wanna improve.but we all will remember the old pepsi logo
  • nikithaPosted 1 year agoit great to see some new idea but its true that the old is gold
  • nikithaPosted 1 year agobut i must say the the all ads are just so amazing and funny
  • Sukanya jhaPosted 1 year agoad with an innovative idea yeah ca attract many people.
  • lillykuttyPosted 1 year agoCool and trendy
  • yogesh singotiyaPosted 1 year agoPe looo.... ji looo
  • Krishnaveni KPosted 1 year agoChanging logo can attack people but actual things is the taste attacks people so new things happening by changing logo and people will follow Pepsi but taste is superb
  • Deepak KumarPosted 1 year agoPepsi thi pee gya
  • Madhuri DugarPosted 1 year agoPepsi ads are really creative and so is the logo 😁😎
  • Sharad GaikwadPosted 1 year agoIt was a good ad but mostly improve on this way
  • BinalPosted 1 year agoGood
  • Ghanashyam PustiPosted 1 year agoSimply the best.
  • rajendraPosted 1 year agopepsi thi.. pee gaya
  • AnithahelanPosted 1 year agoPepsi marketing Strategy was good. They using emojis to attract everyone.
  • Monika beraPosted 12 months agoI like papse
  • Vikash pandeyPosted 11 months agoI like pepsi IPI
  • Vikash pandeyPosted 11 months agoI like pepsi in my life because this pepsi is my fantastic in my life
  • Vikash pandeyPosted 11 months agoPepsi is one of the best product in india
  • ankitPosted 11 months agoThey sure do know how to go about the strategy. Pepsi Spinspired emojis are now part of the other Emojis currently used on Twitter. Maybe the thinking is that a logo revamp will generate more curiosity in a cut throat market, and I sure hope this works out well . I follow them religiously.
  • roshan kumar jhaPosted 11 months agoThey sure do know how to go about the strategy. Pepsi Spinspired emojis are now part of the other Emojis currently used on Twitter. Maybe the thinking is that a logo revamp will generate more curiosity in a cut throat market, and I sure hope this works out well. Personally not a Pepsi fan myself, but I love how they go about things on social media and I follow them religiously.
  • santosh sandurPosted 11 months agothis add is very nice i like the content of this add such too good add
  • parveenPosted 10 months agoisme hai das ka dam
  • maheshnn66Posted 10 months agolike it
  • Lovejeet SinghPosted 10 months agoThis one is good and simple logo
  • surbhiPosted 10 months agoThis would definitely increase the sales, but Pepsi should also try small offers to induce the customers.
  • SatyavratPosted 9 months agoPepsi Thi Pi Gaya
  • rohitkhalkho@yahoo.comPosted 9 months agoawesome
  • Prashant ShindePosted 9 months agoPepsi pivo or Jeet jav
  • Subrat MohapatraPosted 9 months agoPepsi is a good beverage company
  • RahulPosted 8 months agoPepsi make me refresh in summer .............. it not just cool.. its coooooooooooooooooooooooooooolllllllll...........
  • Priyanka GhatalPosted 8 months agoHaha i loved that ad nice ha so funny
  • vahidaPosted 7 months agoGonna be super.pepsi emojis.ooh!
  • Melvin TomPosted 7 months agoMind blowing, Bomblastic and marvelous ad ever seen
  • Melvin TomPosted 7 months agoMind blowing, Boblastic and supercool ad. Really loveed it.
  • Rupasri sarkarPosted 6 months agoIt's amazing (y)
  • balraj singhPosted 6 months agogood
  • FIROJALI LASKARPosted 5 months agoI LIKE PEPSI
  • KashiPosted 5 months agoSupar
  • Sameer KarekarPosted 4 months agoNICE ADS
  • Deborah dohlingPosted 3 months agoThe association of Pepsi with cricket is as long as I remember still remember 2003 when the world cup was on the Pepsi blue series that was launched to keep up with the theme of the season was inviting and an innovative initiative.With msging apps making emojis the norm to convey emotions this ad was right on point with the emoji expressions.I don't take carbonated drinks but Pepsi is knwn to introduce out of the box ads be it National or international. A brand that gels with the youth every time
  • Sameer KarekarPosted 3 months agoNice
  • SHUCHI sharmaPosted 2 months agoBecause Pepsi to engage.
  • ritwikPosted 1 month agopepsi is a poisonous thing. People should not promote this.
  • MAUSUMI MAITRAPosted 1 month agosometimes change is for the good
  • sujit.purkayasthaPosted 1 month agoi love pepsi . Hope pepsi will be one of the best drink

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