Pepsi Introduces New Logo at Larger-Than-Life Events
Changing brands, especially beloved, 100-year-old-brands, is tough. To help ease the transition from old logo to new, Pepsi this year activated its Refresh Everything campaign on New Year’s Eve, Inauguration Day and at the Super Bowl to play up the idea of out with the old and in with the new.
On New Year’s Eve, consumers stopped by a Pepsi pop-up shop in Times Square to grab branded items, pose for a snapshot and write down messages of hope for the New Year. At four minutes to midnight, Pepsi released 1,000 colorful balloons with its new logo to reinforce the message that Pepsi was carbonating the New Year’s celebration.
One week prior to Inauguration Day, Pepsi created a street and digital campaign called Dear Mr. President in Washington D.C. The brand collected photo and video letters to send to President Obama.
At Super Bowl XLII, Pepsi wrapped the first phase of its Refresh Everything campaign. At the pre-game NFL Experience, it activated the Refresh Zone where an emcee invited fans to play games and compete in an online video contest called the Touchdown Celebration for a chance to win a trip to Hawaii.