Pepsi Titan. Pulse of Change

Artem Popyk, Senior Brand Manager PepsiCo Yuliia Chaikovska, Marketing manager Beverages PepsiCo  Elena Stoyanova, Marketing Director PepsiCo    Oksana Sbyntieva, Senior Brand Manager PepsiCo  Lesya Shchigol, Digital Marketing Manager PepsiCo  Maria Yevtushenko, Digital Manager PepsiCo  Svitlana Stepanenko, Managing Partner BetterSvit Oleksandra Zakharchenko, Chief Operating Officer BetterSvit Stepan Barkholenko, Creative Director BetterSvit Andrii Bezuglyi, Creative Copywriter BetterSvit Kateryna Boblak, Senior Account Manager BetterSvit Olha Fedorova, Senior BTL Manager BetterSvit Nataliia Zasiadko, Senior Account Manager BetterSvit Serhii Yaroslavtsev, Creative Director Promodo Valentin Belenkov, Art Director Promodo Oleksandr Zubarev, Senior Copywriter Promodo Oksana Osadchuk, Account Director Promodo Tetyana Unichenko, Head of Partnerships OMD Tetyana Martynenko, Media Group Account Director OMD Ihor Huber, Digital Group Account Director OMD

Even the most familiar things change. After 14 years of an unchanged look, Pepsi® said: “Feel the pulse of change.” The updated logo, iconic look&feel and pulsating rhythm were created to strengthen the connection with a new generation. This was not just a redesign — it was a large-scale replacement of the brand identity and products that had to be implemented within just 6 months without losing sales. But a standard approach was not enough. Ukrainian youth—Pepsi's target audience—had changed their lifestyle and were living in a new reality: 71% were in constant stress, and almost 40% feared for their lives and future. Joy had become a luxury. Music, food, social media, and favourite bloggers became emotional gоal recharge points. Pepsi had to do more than show change — it had to become part of a new lifestyle. We researched what youth live by today — their rituals, passions, sources of joy — and made the renewed Pepsi part of the renewed way of life. We activated 22 communication channels, including TikTok, YouTube, street events, fashion collaborations, 3D CGI, non-standard outdoor and even partner uniforms. Pepsi appeared everywhere life was happening. Result: 25 million reach; 500 million contacts; +33% sales growth. We didn’t just show change. We proved: Pepsi keeps its finger on the pulse.