Branding

Pepsi MAX unveils giant CGI can on the Thames to celebrate new visual identity

Pepsi MAX unveils giant CGI can on the Thames to celebrate new visual identity

Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.


Pepsi MAX has unleashed its first major redesign in fourteen years by dropping a striking  piece of CGI footage with a jaw-dropping scene in North Greenwich, London.

The striking video was released to celebrate the cola brand’s evolution into its dynamic new era, featuring a re-designed and refreshed electric blue and black logo.

The video of the larger-than-life installation dropping in different countries across the world,  featured a digitally-altered piece of artwork positioned on a pontoon along the River Thames. Overlooking the iconic London landmark, The O2 – appropriate to the brand’s heritage and storied support with international music acts – a 20m-high inflatable Pepsi MAX can stood tall as locals watched in awe, followed by a light show of drones forming a pulsating dynamic composition in the sky.

The amazing spectacle at the London location marks the first celebration of Pepsi MAX’s bold new era – spanning across design, storytelling, and partnerships. To celebrate its refreshed new design, the brand will be delivering a range of immersive one-of-a-kind experiences throughout 2024 – all connected to fan passions. This initiative is part of Pepsi MAX’s international brand tagline ‘Thirsty For More’ – which celebrates and rewards those who embrace and pursue their curiosity in the name of experiencing the exciting, the new, the fun, and the unexpected. 

Neil Ronson, senior marketing manager, Pepsi MAX UK, said: “We are thrilled to unveil our vibrant new visual identity, and what better way to mark this special occasion than by unleashing a giant digitally altered Pepsi MAX can next to The O2. This activation stands as a heartfelt testament to our commitment to crafting memorable brand experiences that push the boundaries of believability and resonate deeply with our audience – mirroring the dynamic spirit of the Pepsi MAX brand on a bigger-than-ever scale.”

Pepsi MAX continues to move at the speed of culture, delivering on what people are thirsty for – innovative products and iconic collaborations. In 2024, fans globally can expect to see even more from Pepsi MAX including media partnerships, digital and social media, and extensive out-of-home activations from the brand.  

As a champion of those who like to step out of their comfort zone and enjoy more of what they really like, Pepsi MAX fans in the UK are urged to keep their eyes peeled for more unforgettable experiences that will land later this year.

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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