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Brace yourself: Pepsi’s 125th birthday is coming.
The cola brand and pop culture icon plans to usher in its quasquicentennial in epic fashion, honoring its past and looking toward the future by rewarding loyal fans over 125 days. An updated logo, immersive activations, media takeovers, social content and giveaways will keep fans engaged for the rest of the year.
“We had the serendipitous moment where we realized Aug. 28, which is our 125th birthday, is 125 days between then and the end of the year,” Todd Kaplan, chief marketing officer at Pepsi, told Adweek.
Pepsi was born as Brad’s Drink, named by its pharmacist founder Caleb Bradham, who renamed it on Aug. 28, 1898.
To introduce its new logo and visual identity, the brand released “All the Best Moments Are Better With Pepsi,” a 30-second spot hearkening back to the popular “Better With Pepsi” campaign. In the bass-loving bit, the refreshed logo—featuring a bolder typeface, updated color palette and signature “pulse” against a black backdrop—dances from fridges to tables and beyond while remaining at the center of every moment.
The spot will run on broadcast, digital and owned channels, with an increased buy during NFL games.
The brand also released imagery for the global campaign featuring the new look, as well as a collage of some vintage packaging designs accompanying images of past brand partners Ray Charles, Tina Turner, Shaquille O’Neill and Lionel Messi—alluding to its longstanding ties to music, sports and entertainment.
“This 125th milestone is also a great launch point for our new visual identity and logo,” said Kaplan, who added that the new look “really comes to life” on the packaging.