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Over the last few decades Pepsi has had its fair share of pop cultural moments – think its iconic Superbowl ad, collaborations with numerous pop stars, and years of legendary commercials. Now, in honour of its first major redesign in 14 years, the beverage company is tapping into the world of digital art. 

Launching today, March 1, this marks a new milestone in the world of fizzy drinks, as Pepsi unveils its new look through a global takeover of 13 iconic locations across the world, carrying the brand into its new era.

In London, beside The O2 Arena, an inflatable Pepsi can rises from the water, alongside a light show of drones forming a composition in the sky, nodding to Pepsi’s longstanding relationship and support of musicians. Elsewhere, Pepsi is also hosting shows in Australia, Vietnam, AlUla in Saudi Arabia, on the Nile in Egypt and Ain Dubai, each harnessing innovative technology to bring the new design to life.

The new logo pays homage to Pepsi’s heritage while embracing new electric hues. Now, the brand’s bold redesign is intended to bring a refreshed look to Pepsi lovers both online and in real life. 

“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 our target audience has of always trying new things and living new experiences,” explains Eric Melis, VP, Global Brand Marketing, Carbonated Soft Drinks at PepsiCo.

Discussing the intention behind the installations, Melis says: “what better way to showcase this change than through these iconic installations? We’ve always been a bold brand that challenges conventions in the pursuit of enjoyment. Our new visual identity is bold, unapologetic, modern, and iconic. 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, sport, gaming and culture.”

Watch videos of the O2 takeover in London below. Head here to find out more.