Pepsi Plays With its Logo in New Campaign

A new print campaign for Pepsi Light from Colombian agency Sancho BBDO in Bogotá takes the brand's iconic logo and plays with it to create eye-catching imagery.

The agency says that the inspiration for the campaign, called Feel Light, came from the brand and the logo itself, which they believe "is a product that has always invited us to go out, to move, to be active".

With that in mind Sancho BBDO's creatives approached the campaign via the Pepsi logo and their interpretation that it represents movement. By making small twists to the logo they created within it, shapes that become waves, mountains, parachutes or windsurfing kites.  

"Throughout its history, Pepsi Light has highlighted curves; those linear figures that, at least conceptually, established the light spirit of our drink," says Daniel Álvarez, executive creative director for Pepsi at Sancho BBDO. "We turned the logo curves into a sports activity that invites people to feel light, where the curves that we have seen and strengthened for more than 125 years, go from the aesthetic to something really meaningful".