Pepsi ® steps into dynamic new era with a new look and anexciting culture-first celebration across UAE, Egypt, Lebanonand Saudi Arabia

[Dubai, United Arab Emirates], March 1, 2024 – Today, Pepsi®’s new look takes flight worldwide, taking over iconic global locations as its first major global redesign in fourteen years was unleashed across over 120 markets. As part of the Middle East celebrations, Pepsi® unveils its new look amidst iconic landmarks across the region, including a spectacular moment at AlUla (Elephant Rock) at Kingdom of Saudi Arabia, at Ain in the heart of Dubai, on the longest river in the world at the Nile in Egypt and the iconic Pigeon Rock at Lebanon. This marks Pepsi’s first significant global redesign resonating with the vibrant culture and spirit of the Middle East.

The reimagined Pepsi globe logo, pulsating with electric blue and black hues, symbolizes the brand’s evolution while staying rooted in its heritage. This dynamic visual identity took key regional sites by storm, signifying Pepsi’s commitment to embracing tradition while embracing the future.

In KSA, the digital installations shimmered like ancient constellations in the night sky over AlUlA, the hidden oasis nestled within the Medina Province. In Egypt, the banks of the Nile River witnessed a breathtaking showcase of Pepsi’s new era via digital technology, as the iconic blue and black hues danced along the riverbanks, echoing the heartbeat of Egyptian culture. In Dubai, Pepsi’s new look illuminated the skyline, capturing the essence of the city’s dynamic energy and cosmopolitan spirit. Meanwhile, in Lebanon, the timeless majesty of Pigeon Rock, itself seemed to pulse with anticipation, celebrating the arrival of a new generation, bathed in Pepsi’s iconic colors.

To commemorate this momentous occasion, Pepsi has curated immersive experiences that resonate with the spirit of the Middle East. In partnership with local artists and cultural influencers, Pepsi’s pop-up booth at Jumeirah Beach Residence (JBR) in Dubai promises an unforgettable fusion of music, light, and engaging activities, inviting enthusiasts to embrace new adventures and experiences.

Karim El Fiqi, Senior Vice President, and Chief Marketing Officer at PepsiCo AMESA, emphasized, “We wanted to show how Pepsi, through this visual identity change, brings to life its brand platform “Thirsty for More” which is the attitude, and mindset we encourage amongst our consumers to try new things and live new experiences. We’ve always been a bold brand that challenges conventions, challenges the status quo, and always puts enjoyment first.”

“Our new visual identity is bold, unapologetic, modern, and iconic.  And what better way to showcase the brand’s transformation than through the iconic installations in Kingdom of Saudi Arabia, Egypt, Lebanon and Dubai! This exciting change is our endeavour to stay true to our roots while embracing the future and it isn’t just limited to a logo, it’s a commitment to innovation, design, and storytelling.  As we move ahead, our fans can expect the same great taste they’ve come to love with even more of the immersive and entertaining experiences we’re known for across music, sports and culture.” he further added.

Pepsi continues to move at the speed of culture, delivering on what people are thirsty for – innovative products and iconic collaborations. As a champion of those who like to step out of their comfort zone and enjoy more of what they really like, Pepsi fans in the Middle East are urged to keep their eyes peeled for more unforgettable experiences that will land later this year.