Key Takeaways:
- PepsiCo has unveiled a new corporate brand identity after 25 years to showcase its diverse global food and beverage portfolio.
- The updated logo features a white “P” surrounded by symbols representing food and grain, water, and sustainability, with the tagline “Food. Drinks. Smiles.”
- The rebrand aims to shift focus away from Pepsi and highlight the company’s other brands, which account for 79% of its portfolio.
Insights:
The new PepsiCo identity reflects the company’s vision for 2025, emphasizing its global impact and range of beloved brands. The color palette and typography convey approachability and consumer-centricity, with a focus on reaching consumers in new ways.
The rebrand will roll out on packaging next year and is already visible on digital platforms. CEO Ramon Laguarta outlined initiatives tied to the rebrand, including product reformulations and brand positioning strategies.
PepsiCo faces challenges in the market, with declining sales for some brands prompting investor pressure for strategic changes. The company’s acquisition of disruptive brands like Poppi and Siete is part of its efforts to adapt to evolving consumer preferences.