Pepsi launches new look in first major work with Special PR
Bryant: "This campaign launch demonstrates how Pepsi continues to challenge conventions, pushes the boundaries, and always puts enjoyment first.”
Continuing the celebration of its new visual identity, Pepsi has partnered with 22-year-old emerging 'digital fashion artist' Jackson Cowden to launch 'The Pepsi Pulse Runway Collection' via Special PR.
Pepsi first announced the global redesign last month, unveiling its first major visual identity change in 14 years.
Inspired by Pepsi's new brand look, the AI-driven capsule collection reimagines fashion classics, modernising them through innovative AI methods. It challenges traditional design norms, and takes on timeless pieces like the little black dress and classic white shirt.
The collection premiered on Wednesday 17 April in partnership with Australian event and experience creator, Rizer. The evening featured a performance by homegrown superstar G Flip, while model Samantha Harris led the runway alongside model and disability advocate, James Parr.
James Parr and Samantha Harris The Pepsi Pulse Collection. Credit: Magner Media
The Pepsi Pulse Runway Collection will be rolling out across experiential, earned, social and OOH.
Alex Bryant, managing director of Special PR, said that finding an interesting way to celebrate the refresh posed an "amazing challenge" for the team's first project with the iconic brand.
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"Taking inspiration from an industry that knows how to reinvent and refresh, we were delighted to find a shared vision with fashion designer and creative director for the collection, Jackson Cowden," said Bryant.
"This campaign launch demonstrates how Pepsi continues to challenge conventions, pushes the boundaries, and always puts enjoyment first.”
G Flip The Pepsi Pulse Runway Collection. Credit: Magner Media
Vandita Pandey, chief marketing officer for PepsiCo Australia and New Zealand, said the brand was after a launch that felt relevant to its "culturally thirsty, next generation drinkers in Australia."
"With our new visual identity being bold, unapologetic, modern, and iconic we wanted to partner with a young designer who could put a unique take on our refresh," said Pandey.
Cowden added that it is "incredibly significant for me to partner with Pepsi at this point in my career."
"A partnership born of our shared values around challenging the status quo, pushing the unconventional and searching for new and bold ways of doing things," he said.
The collection launch marks Special PR's first major project since the March announcement of its appointment as PepsiCo's partner for brands including Pepsi, Red Rock Deli, and Smith’s, expanding Special Group Australia’s role with the global food giant.
The partnership extension followed a competitive tender process in 2022, during which Special Group secured PepsiCo’s creative and advertising accounts for the mentioned brands.
The standalone public relations business, Special PR, was launched by the independent creative network, led by former Havas managing partner, Bryant, in March last year in response to growing demand for creative PR solutions.
Recently, Special Group led the return of the ANZ Falcon, first launched in Australia in 2006, in its latest work for the banking group.
See also:
Special Australia launches Special PR led by Alex Bryant
ANZ falcon returns in ‘DoppelFalcons’ via Special and PHD
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Top Image: Australian model Samantha Harris. Credit: Magner Media
