{"id":90071,"date":"2023-04-12T07:55:00","date_gmt":"2023-04-12T06:55:00","guid":{"rendered":"https:\/\/growthsciencejournal.com\/?p=90071"},"modified":"2023-04-12T07:55:04","modified_gmt":"2023-04-12T06:55:04","slug":"pepsis-new-logo-for-2023-the-impact-on-branding-and-marketing","status":"publish","type":"post","link":"https:\/\/growthsciencejournal.com\/2023\/04\/12\/pepsis-new-logo-for-2023-the-impact-on-branding-and-marketing\/","title":{"rendered":"Pepsi&#8217;s New Logo for 2023: The impact on branding and marketing."},"content":{"rendered":"\n<p>The logo of a company is one of the most important elements of their brand identity, and any changes made to it can have a significant impact on their image and success.<\/p>\n\n\n\n<p>We explore the potential impact of Pepsi\u2019s new logo on their branding and marketing efforts. We will take a closer look at the reasons behind the change, and analyze how this shift will affect their brand image, consumer perception, and overall market share.<br><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-embed-handler wp-block-embed-embed-handler wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"New Logo and Visual Identity Announcement | Pepsi\" width=\"1250\" height=\"703\" src=\"about:blank\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen=\"\" class=\"lazyload\" data-src=\"https:\/\/www.youtube.com\/embed\/UZZ5s_qhHMA?feature=oembed\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h1 class=\"wp-block-heading\"><br>Insight:<\/h1>\n\n\n\n<p>Pepsi is shaking things up with a new visual update to its logo, introducing a &#8220;pulse&#8221; motif and moving the word &#8220;Pepsi&#8221; into its iconic globe-shaped emblem.<\/p>\n\n\n\n<p>This bold move is driven by a desire to create more cohesion and flexibility, while also harkening back to past iterations of the brand. And with a consumer-facing push set to kick into high gear this fall in North America, followed by a global expansion in early 2024, Pepsi is primed to make a big splash in the marketplace.<br><\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u201cWe need to make sure we\u2019re not just a JPEG in the corner that people cut and paste, We need to be embracing these new mediums.\u201d<\/p>\n\n\n\n<p>&#8211; Todd Kaplan, Pepsi\u2019s chief marketing officer<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><br>But what&#8217;s behind these changes?<\/h2>\n\n\n\n<p>Why is Pepsi reinventing its visual identity after 14 years of relative stability?<\/p>\n\n\n\n<p>The answer lies in the brand&#8217;s ambition to connect with younger consumers, particularly Gen Z, while also maintaining relevance with older cohorts.<\/p>\n\n\n\n<p>With a guiding mission of &#8220;unapologetic enjoyment,&#8221; Pepsi is determined to unite these diverse audiences under a common banner of joy, fun, and pure pleasure.<\/p>\n\n\n\n<p>And that&#8217;s where the &#8220;pulse&#8221; motif comes in. This dynamic new design element captures the energy and excitement of youthful exuberance, while also signaling a sense of forward momentum and innovation.<\/p>\n\n\n\n<p>By combining this with the classic globe-shaped logo and moving the word &#8220;Pepsi&#8221; into the mix, the brand is creating a more integrated and flexible visual identity that can adapt to different contexts and audiences.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u201cWe\u2019re doing all these things that are not shy, they\u2019re not recessive, The logo and visual system just felt inconsistent with how our brand has been behaving.\u201d<\/p>\n\n\n\n<p>&#8211; Todd Kaplan, Pepsi\u2019s chief marketing officer<\/p>\n<\/blockquote>\n\n\n\n<p>Of course, there are risks involved in any major branding overhaul. Pepsi runs the risk of alienating its existing customer base, who may be confused or put off by the changes.<\/p>\n\n\n\n<p>At the same time, the brand must ensure that its new visual identity resonates with the very audiences it&#8217;s trying to court, a notoriously fickle and discerning group of consumers.<\/p>\n\n\n\n<p>But ultimately, the success of this visual update will come down to whether Pepsi can deliver on its core promise of unapologetic enjoyment.<br><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"780\" height=\"438\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" alt=\"Todd Kaplan, Pepsi\u2019s chief marketing officer\" class=\"wp-image-90073 lazyload\" sizes=\"(max-width: 780px) 100vw, 780px\" data-src=\"https:\/\/growthsciencejournal.com\/wp-content\/uploads\/sites\/8\/2023\/04\/intro-1653678162.jpeg\" data-srcset=\"https:\/\/growthsciencejournal.com\/wp-content\/uploads\/sites\/8\/2023\/04\/intro-1653678162.jpeg 780w, https:\/\/growthsciencejournal.com\/wp-content\/uploads\/sites\/8\/2023\/04\/intro-1653678162-300x168.jpeg 300w, https:\/\/growthsciencejournal.com\/wp-content\/uploads\/sites\/8\/2023\/04\/intro-1653678162-768x431.jpeg 768w\"><\/figure><\/div>\n\n\n<p><br>The soda\u2019s muted blue color scheme has been swapped for a loud electric shade, complemented by sharper black tones to create contrast. <\/p>\n\n\n\n<p>The update also puts Pepsi Zero Sugar, which already uses the color black on its packaging, front-and-center in the marketer\u2019s portfolio as the better-for-you option becomes a more substantial growth driver, according to Kaplan.<br><\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u201cIt really is the first time we can truly embrace this concept of a master brand approach,\u201d<\/p>\n\n\n\n<p>&#8211; Todd Kaplan, Pepsi\u2019s chief marketing officer<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><br>Pulling off this daring new look<\/h2>\n\n\n\n<p>If the brand can capture the hearts and minds of younger consumers while also maintaining a sense of relevance and nostalgia for older audiences, it just might be able to pull off this daring new look. And who knows, maybe we&#8217;ll all be enjoying a few ice-cold Pepsi&#8217;s with our pancakes in the near future.<\/p>\n\n\n\n<p>Pepsi is undergoing the visual update in time for its 125th anniversary.<\/p>\n\n\n\n<p>While PepsiCo has performed well in a volatile economy, it has also enacted price hikes due to inflation.<\/p>\n\n\n\n<p>The update reflects a desire to stay agile with fast-shifting consumer behaviors and cater to younger cohorts like Gen Z through investments in apps like TikTok and content creators. However, Pepsi is still a mass consumer brand with key offerings like Pepsi Zero Sugar targeted at older crowds.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The logo of a company is one of the most important elements of their brand identity, and any changes made to it can have a significant impact on their image and success. We explore the potential impact of Pepsi\u2019s new logo on their branding and marketing efforts. We will take a closer look at the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":90074,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_wpscppro_custom_social_share_image":0},"categories":[172,6,71,173],"tags":[],"_links":{"self":[{"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/posts\/90071"}],"collection":[{"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/comments?post=90071"}],"version-history":[{"count":0,"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/posts\/90071\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/media\/90074"}],"wp:attachment":[{"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/media?parent=90071"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/categories?post=90071"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/growthsciencejournal.com\/wp-json\/wp\/v2\/tags?post=90071"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}