Pepsi Unleashes New Look on Ain Dubai: A Bold Change After 14 Years
By Rafiq Vayani
Pepsi® has embarked on a worldwide journey to reveal its new look, marking the brand’s first major redesign in fourteen years across more than 120 markets. In a stunning display of local digital creativity blending with global brand resonance, the UAE became the canvas for Pepsi’s new visual identity. The iconic Ain Dubai, the world’s tallest observation wheel, was lit up with the pulsing hues of electric blue and black, showcasing Pepsi’s evolution into its new era.
A Celebration of Pepsi’s New Era
To commemorate this monumental moment, Pepsi has curated an extraordinary experience at Jumeirah Beach Residence (JBR) in Dubai. This prime location, known for its cultural significance and vibrant consumer presence, has been transformed into a pop-up booth where Pepsi continues to connect deeply with the spirit of the new generation. Against the backdrop of the Dubai Eye, visitors can indulge in an immersive fusion of light, music, and engaging activities. It’s a celebration of those who constantly seek new adventures and exhilarating experiences, always thirsty for more.
A Modern Twist on a Classic Logo
Pepsi’s new logo pays homage to its rich heritage while incorporating modern elements, resulting in a look that is both current and unmistakably Pepsi. The updated color palette introduces electric blue and black, adding a contemporary edge to the classic Pepsi® colors. The signature Pepsi pulse symbolizes the “ripple, pop, and fizz” of Pepsi-Cola, moving in sync with music, the excitement of crowds, and the pulse of culture.
Ain Dubai: The First Step in a Bold Era
The takeover of Ain Dubai marks the beginning of Pepsi’s new era, characterized by bold design, captivating storytelling, and strategic partnerships in the UAE. Throughout 2024, Pepsi will propel culture forward by delivering unique experiences deeply connected to fan passions. Embracing the brand’s philosophy of being “Thirsty for More,” Pepsi champions those who challenge conventions and continually seek enjoyment. The brand celebrates individuals’ thirst for the unexpected and their eagerness to discover, experience, and do more.
Karim El Fiqi, Senior Vice President and Chief Marketing Officer at PepsiCo AMESA, emphasizes, “Through this visual identity change, Pepsi brings to life its brand platform ‘Thirsty for More,’ which encourages our consumers to try new things and live new experiences. We’ve always been a bold brand that challenges conventions and 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 the Kingdom of Saudi Arabia, Egypt, Lebanon, and Dubai! This exciting change is not just limited to a logo; it reflects our commitment to innovation, design, and storytelling. As we move forward, our fans can expect the same great taste they love, accompanied by even more immersive and entertaining experiences across music, sports, and culture,” he further added.
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