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Pepsi has always been a brand that is larger-than-life, and in January 2024, we reached new heights. During Super Bowl LVII week, we took over Sphere Las Vegas, turning the unapologetic enjoyment of Pepsi into a breathtaking, immersive experience. Our PepsiCo Beverage United States team brought the brand’s new visual identity and bold personality of Pepsi Wild Cherry to life in a spectacular 360-degree display on one of the world’s most advanced digital stages.

As a completely new kind of canvas, Sphere presented a unique and exciting challenge. We set out to redefine how the Pepsi brand's visual identity could be experienced—turning it into a groundbreaking, multi-sensory journey. With its cutting-edge technology, Sphere offered the perfect stage to push creative boundaries and elevate our brand beyond traditional advertising. Our goal was to transform our brand’s static logo into a dynamic and captivating Pepsi immersion from every angle. By embracing Sphere’s advanced capabilities, we created a fearless, globally resonant Pepsi showcase of forward-thinking innovation.

Our team embraced the Sphere’s revolutionary potential, crafting in-house storyboards that seamlessly wove Pepsi’s Motion Toolkit into a cohesive narrative. From football-inspired elements that celebrated Super Bowl season to eye-catching visuals of cola and cherry, every detail was designed to energize and captivate. The Pepsi Pulse provided a heartbeat of vibrant motion, creating a symphony of light and energy that brought the brand’s new identity to life. Every angle of Sphere amplified our message in ways that only this cutting-edge platform could achieve.
The campaign generated over 125 million impressions, and paid media performance surpassed all category benchmarks during one of the most competitive advertising seasons of the year. Social sentiment soared, with 86% positive reactions for Pepsi, Cherry Pepsi, and the campaign’s ambassador, Zach King.
With its breathtaking Sphere display, Pepsi demonstrated its leadership in innovation and immersive storytelling. We turned heads, sparked conversations, and demonstrated that Pepsi can light up not only tastebuds but entire cityscapes.