Pepsi MAX Marks the Launch of Its Dynamic New Visual Identity in the UK

Pepsi MAX® officially marks the launch of its vibrant new logo and visual identity in the UK with a series of exciting events and activities, as part of its most extensive marketing campaign in the last 14 years. The fresh new look - designed by PepsiCo’s Design & Innovation team - incorporates bold and modern visuals to create a striking appearance that is unapologetically current and undeniably Pepsi MAX.

The new visual identity pays homage to Pepsi MAX’s rich heritage while reflecting the vibrant visuals of the modern era. It features an updated electric blue and black colour palette to bring a contemporary edge to the classic Pepsi MAX colour scheme, alongside a new custom typeface, and a refreshed pulsating logo. The design evolves the Pepsi MAX brand to illustrate its most enjoyable qualities, with the launch representing part of its 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, commented, “Pepsi MAX is an iconic brand that has been at the forefront of product innovation for a number of decades. The new visual identity effectively reflects the brand’s challenger mindset and drive to push culture forward, all whilst remaining iconic and timeless. The launch is a true nod to Pepsi MAX’s rich heritage and we couldn't be more excited to introduce the refreshed new look to the UK.”

In celebration of the launch this week, Pepsi MAX released footage of a spectacular drone show where hundreds of drones assembled and illuminated London's skyline with the new visual identity. The brand also unleashed captivating CGI footage of a 20m-high Pepsi MAX can, proudly displaying its fresh new design on a pontoon along the River Thames. Elsewhere worldwide, Pepsi MAX hosted vast shows on the Nile in Egypt and Ain Dubai - giving consumers cutting-edge experiences to discover, while a hot air assembly forming a giant Pepsi MAX logo took over skylines in Warsaw, Poland and Ho Chi Minh, Vietnam. 

As part of a nationwide rollout of the new visual identity throughout 2024, Pepsi MAX will continue to deliver one-of-a-kind experiences, through media partnerships, digital and social media, and out-of-home activations, including on-boarding local culture makers to create the pulse of their city in custom made Corner Shops across the country.

The new visual refresh will span across all physical and digital touchpoints – including packaging, fountain and cooler equipment, fleet, fashion, sport and dining. To learn more, please follow Pepsi MAX’s social channels on Instagram, Twitter and Facebook.