As many would say, there’s never a dull moment in SA. From having full 24-hour periods of electricity for 20 days and counting (fingers crossed) to hippos going for after-midnight walkabouts in the heart of a residential area, there’s no shortage of crazy occurrences in our country.
Also read: Watch: Hippo spotted strolling the streets of Grassy Park
Taking the cake – for now – is PepsiCo’s latest marketing campaign which saw two giant Pepsi cans taking over Cape Town and Johannesburg’s prized landmarks.
As part of the company’s launch of its new fresh logo and visual identity, Pepsi orchestrated a large-scale series of events to celebrate the occasion, with rappers Youngsta CPT and Priddy Ugly as the brand’s ambassadors in the respective cities.
14 years after its last logo update, Pepsi used Computer-generated imagery (CGI) billboards to take over the much-loved DHL Stadium in Cape Town and the iconic Ponte Tower in Johannesburg.
Take a look:
Cape Town’s DHL Stadium
In the Mother City, it appeared to be raining Pepsi-Cola inside the DHL Stadium as a larger-than-life version of a Pepsi Max can could be seen pouring the drink right into the centre of the stadium– with ‘Riyadh Burgundy’ reporting live from the scene:
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Johannesburg’s Ponte Tower
With the help of a swarm of drones, the Ponte Tower was transformed into what looks like a larger-than-life version of a 300ml can of Pepsi Max– with Priddy Ugly documenting the moment:
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Additionally, Pepsi recently collaborated with 947, Anele and The Club to curate a live broadcast extravaganza at the prestigious Teatro Montecasino for its official launch earlier this month.
According to PepsiCo West, East and Central Africa Marketing Director Marius Vorster, the brand refresh is more than just a new logo, ‘it signifies the dawn of a new era for Pepsi’.
Vorster adds: ‘For the past 14 years, Pepsi has consistently satisfied consumers’ thirst with the best-tasting cola. Today, we embark on a new journey, a new era with a promise of more immersive and entertaining experiences’.
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Borrowing equity from its past, the new logo and visual identity incorporate modern elements to create a look that is unapologetically current and undeniably Pepsi.
Key design elements include:
- The Pepsi globe and wordmark unite to fit into various settings and emphasise the distinctive Pepsi branding.
- An updated colour palette introduces electric blue and black to bring contrast, vibrancy and a contemporary edge to the classic Pepsi colour scheme. Given the brand’s continued focus on Pepsi Zero Sugar, the design brings in the black colour to highlight the brand’s commitment to Pepsi Zero Sugar in the future.
- A new visually distinct can silhouette, which heroes the iconic Pepsi can as an accessible brand for all.
- A modern, custom typeface reflects the brand’s confidence and unapologetic mindset.
- The signature Pepsi pulse evokes the ‘ripple, pop and fizz’ of Pepsi-Cola with movement. It also brings the rhythm and energy of music, an essential and continuing part of the Pepsi legacy.
Also read:
Watch: Anthony Anderson shares his love for Cape Town on Jimmy Kimmel
Picture: @youngstacpt / Instagram