Business a.m.
World-renowned beverage brand, Pepsi has unveiled its new logo and visual identity to the Nigerian market, signaling a renewed dedication to engaging with Nigerian consumers in a fresh and dynamic manner.
Pepsi’s new identity was marked by a captivating digital celebration, showcasing the brand’s iconic bottle and new label at two of Nigeria’s most iconic landmarks.The National Theatre in Lagos and the Abuja City Gate became the stage for a fascinating display that revealed the Pepsi bottle emerging from the summit of the National Theatre, while the Abuja City Gate welcomed the new logo and visual identity with equal splendour.
Marius Vorster, PepsiCo’s marketing director for West, East, and Central Africa, in his announcement of the brand’s new identity in Nigeria, stated that the launch of the new logo represented a milestone in Pepsi’s long and illustrious history, ushering in a fresh, dynamic, and innovative era for the iconic beverage brand
“Through the transformation of iconic landmarks and the creation of captivating virtual experiences, we are reaffirming our commitment to innovation, creativity, and fostering deep cultural connections, ” Vorster said.
Norden Thurston, Seven-Up Bottling Company’s chief marketing officer, disclosed that the introduction of Pepsi’s new logo could not have come at a more opportune moment for the brand. Thurston explained that the significance of the new identity for the iconic beverage brand was a pivotal point in its history, marking a decisive step forward into the future.
Giving a vivid description of the new Pepsi logo, Thurston stated: “The new look strategically draws equity from Pepsi®’s past whilst incorporating modern elements to create a new look that is unapologetically contemporary and undeniably Pepsi.
This new look and colour palette introduces electric blue and black to bring a contemporary edge to the classic Pepsi colour scheme, whilst the new signature Pepsi pulse evokes the “ripple, pop and fizz” of Pepsi-Cola moving in time to the beat of the music, the roar of the crowd and the heartbeat of culture.”
Segun Ogunleye, the general manager of marketing at Seven-Up Bottling Company, dwelled on the strategic intent behind Pepsi’s new logo and visual identity in Nigeria.
According to Ogunleye, the refreshed logo was designed to dial up the brand’s distinctiveness, deepen its influence and appeal among Nigerian consumers, and strengthen its connection with iconic Nigerian landmarks, such as the National Theatre in Lagos and the Abuja City Gate.
