PepsiCo has unveiled a major rebrand that repositions the company beyond its signature soda, marking a strategic marketing shift aimed at redefining consumer perception and strengthening its broader portfolio presence. The redesign reflects a modern, purpose-driven brand identity built around inclusivity, sustainability, and innovation.

A Marketing Shift Beyond Soda

For decades, PepsiCo’s corporate identity echoed its flagship beverage, with the recognizable blue and red globe dominating its visual style. The new branding moves away from that legacy, featuring earthier tones, a lowercase typeface, and a subtle smile that represents the company’s renewed “obsession with consumers.” According to CEO Ramon Laguarta, the rebrand “boldly reflects who we are in 2025: a company with expansive reach, aiming for positive impact across the globe and an unmatched family of beloved food and drink brands.”

The move also responds to a clear marketing challenge. PepsiCo revealed that only 21% of consumers can name a brand under its umbrella that isn’t Pepsi, despite the company owning over 500 products. The updated visual identity seeks to rebalance consumer awareness, putting equal focus on PepsiCo’s food, drink, and sustainability divisions.

Marketing highlights of the rebrand include:

• A refreshed logo using natural, grounded colors for a modern, relatable look

• Lowercase typography to convey warmth and approachability

• A stronger focus on the Pep+ sustainability platform

• Increased visibility for high-performing brands like Lay’s, Tostitos, Doritos, and Gatorade

Reinforcing Growth Through Modern Marketing

PepsiCo’s rebrand extends beyond visuals, focusing on a marketing strategy designed to modernize the brand’s voice and consumer touchpoints. The rollout, which begins next year, will span packaging, digital platforms, and physical markets worldwide. Internally, PepsiCo is also investing in AI tools to enhance marketing precision and streamline operations.

In his open letter, Laguarta tied the rebrand to a broader growth strategy that includes cleaner product formulas, data-driven consumer engagement, and expansion into emerging health-conscious categories. Acquisitions like Poppi, a $2 billion prebiotic soda brand, and Siete, a Mexican-American food label, highlight this evolution toward wellness and innovation.

With Pepsi’s flagship soda losing ground from second to fourth place in U.S. sales by volume, per Beverage Digest, the rebrand arrives at a pivotal moment. Pressure from activist investor Elliott Investment Management, which recently took a $4 billion stake, has pushed PepsiCo to optimize its portfolio and revamp its marketing strategy for stronger long-term positioning.

A New Era of Brand Storytelling

PepsiCo’s rebrand signals more than a logo change. It is a marketing transformation that moves beyond its soda legacy to redefine how the company connects with consumers across categories, channels, and values. The new look and strategy tell a clear story: PepsiCo is no longer just selling products, it is marketing a purpose-driven lifestyle centered on innovation, sustainability, and everyday joy.