How Adelphoi Reimagined Édith Piaf’s Classic for Pepsi’s ‘Thirsty For More’ Campaign

When Pepsi launched its new global platform, Thirsty For More - a vibrant celebration of bold, unapologetic self-expression - it needed music that carried both emotional depth and authentic joy.

The answer: Édith Piaf’s iconic No Regrets, thoughtfully reimagined as the emotional heartbeat of the campaign.

Jonathan Watts, head of production at Adelphoi Music, led the creative reinterpretation,
overseeing every stage from musical concept to final master. The result is transformative: a cinematic new version featuring a 37-piece orchestra recorded live at London’s legendary Abbey Road Studios, paired with a fresh vocal talent carefully chosen to connect with today’s audience.

“We wanted the track to feel cinematic yet deeply personal - honouring Piaf’s emotional legacy while confidently speaking to a modern audience,” explains Jonathan.

Orchestrated by acclaimed composer Guy Farley, the arrangement preserves the dramatic emotional intensity of Piaf’s original while expanding it with a larger string section, lush harp textures, and expressive orchestral flourishes - creating a sound that feels both timeless and contemporary.

Jonathan also led the vocalist audition process, seeking a younger, fresher voice to reinterpret Édith's legacy for a new generation. Siena, a rising talent, was ultimately selected for her youthful authenticity and emotional clarity. Her performance shifts the song’s meaning from a retrospective anthem to a vibrant celebration of lived experience - perfectly matching the campaign’s vignettes of boldness, joy, and self-expression.

The recording itself was a rare moment of musical synergy: Siena’s vocal was captured live alongside the orchestra at Abbey Road, using the very microphone once favoured by John Lennon - adding a subtle but powerful layer of musical history. The result is a vibrant, emotionally charged performance that lifts the orchestral bed and maximises the campaign’s emotional resonance.

In an era where brands often rely on simple licensing of heritage tracks, No Regrets stands apart - a case study in how music can go beyond nostalgia to actively shape a brand’s voice and identity.

Pepsi’s Thirsty For More platform - recently launched globally and featured prominently by Yahoo Finance - positions the brand as a champion of joyful, bold self-expression. No Regrets is the perfect emotional centrepiece for this bold narrative.

Why This Matters

At a time when many campaigns use classic tracks as background colour, Pepsi’s Thirsty For More stands out. Instead of leaning on nostalgia, the project reimagined No Regrets from the ground up - from orchestration and arrangement to vocal interpretation - creating a piece that actively drives the narrative and emotional identity of Pepsi’s global storytelling.

This is more than music licensing; it’s a powerful example of how strategic, creatively
integrated music direction and production can profoundly shape and amplify brand
storytelling at a global scale.