On February 21, we launched Pepsi’s new brand image with an immersive event for 400 top hospitality professionals, featuring a dinner, an experience center, and a sub-soccer championship.
Pepsi tasked us with creating a national event to launch its new brand image, aimed at hospitality professionals and distributors. The main objective was to present the brand impactfully and experientially. We faced the challenge of creating a new brand universe for the national market by combining the various international brand values and territories with the specific context of our local environment.
We transformed the Cívitas Metropolitano Stadium in Madrid to reflect Pepsi’s sponsorship of the UEFA Champions League, creating an immersive experience through technology and a unique decorative universe to be showcased nationwide. This included materials for a roadshow, hospitality activations, and various branding initiatives. The event featured a stunning entrance with an LED tunnel and an immersive brand museum containing hidden rooms, holograms, and diverse multimedia content. Additionally, we set up a large outlet where hospitality professionals could explore all the brand materials we created. The event included a series of engaging experiences and performances as part of our national proposal for Pepsi. Finally, we hosted a Pepsi stadium with sub-soccer matches, where the winner received tickets to the UEFA Champions League final.
