Mega brands like Pepsi rarely adjust their branding, but when they do, it marks a significant milestone that requires extensive promotion.
In 2024, Pepsi launched its first major brand redesign in fourteen years, unveiling a new global logo and visual identity.
In Thailand, Pepsi celebrated the occasion with remarkable brand activation, installing projection domes in five major cities across the country.
In Bangkok, 12M and 14M domes were installed outside CentralWorld’s plaza, a popular shopping center in the heart of the city.
In Chiang Mai, Khon Kaen, Pattaya, and Hat Yai, an 8M dome was set up close to the entrance of prominent shopping centers, inviting shoppers inside to discover the new-look brand.
Named PEPSI: INTO THE NEW ERA, the 360 immersive dome experience engaged visitors in an interactive brand encounter. It prompted them to move freely within the dome and craft visual art pieces to share across social media platforms. The promotion attracted large crowds, with shoppers curious to discover what lay inside the giant Pepsi-branded structures.
The innovative brand engagement, created by VaynerMedia Thailand, specifically targeted Gen Zers. As Napat Pornratanaraksa, associate creative director at VaynerMedia Thailand explained:
“We encourage them to discover boundless excitement within our immersive globe, where dynamic visuals and captivating sounds spark fresh inspiration.”
K-pop sensation Baby Monster added star power to the activation as the newly appointed ambassadors and faces of Pepsi beverages in the Asia Pacific region.
Projection domes enhance the creativity and visibility of any marketing activation, attracting large crowds and allowing visitors to fully immerse themselves in a brand, creating unforgettable memories.
