Mashable: The company unlocks its latest identity with tradition meeting tomorrow's taste.

Picture this: you are gazing at the Middle East's most majestic and captivating monuments when a tinge of blue, white, and red dances across the evening skies. The breathtaking sight is bound to catch your attention, making you question its purpose (and rightly so). But worry not, this surreal experience isn’t a scene from a movie, but a heartwarming initiative organised by PepsiCo.

After 14 years and spanning over 120 markets worldwide, PepsiCo has decided to revamp its signature look, marking a momentous chapter in its evolution. To honor this step, Pepsi chose a different route, one that not only reveals its bold new look but also commemorates the iconic locations across the Arab world and their storied heritage: digital installations.

To celebrate the change, Pepsi’s Middle Eastern branch unveiled its revamped logo against the backdrop of iconic landmarks across the region, including the majestic AlUla in the Kingdom of Saudi Arabia, the vibrant streets of Dubai, the historic Nile River in Egypt, and the timeless Pigeon Rock in Lebanon. This notable occasion signified Pepsi's deep-rooted commitment to embracing tradition while forging ahead into a vibrant future that resonates with the spirit of the Arab world.

Central to Pepsi's bold new look is the reimagined Pepsi globe logo pulsating with dynamic electric blue and black hues, symbolising the brand's evolution while staying true to its rich heritage. Across key regional sites, digital installations shimmered like ancient constellations in the night sky, showcasing Pepsi's new era with a captivating display of lights and colours. For instance, in Egypt, the banks of the Nile River came alive with Pepsi's iconic blue and black hues, mirroring the heartbeat of Egyptian culture. Dubai's glowing skyline was illuminated with the company's vibrant energy, capturing the essence of its dynamic spirit. And, in Lebanon, Pigeon Rock stood as a timeless symbol pulsing with anticipation, heralding the arrival of a new generation bathed in Pepsi's famed hues.

To commemorate this milestone, Pepsi also curated immersive experiences that embody the essence of the Middle East's vibrant culture. Partnering with local artists and cultural influencers, Pepsi's pop-up booth at Jumeirah Beach Residence (JBR) in Dubai promised an unforgettable fusion of music, light, and engaging activities, inviting enthusiasts to embrace new adventures and experiences.

Karim El Fiqi, Senior Vice President and Chief Marketing Officer at PepsiCo AMESA, expressed the brand's commitment to innovation and storytelling, stating, "Our new visual identity is bold, unapologetic, modern, and iconic. And what better way to showcase the brand’s transformation than through the iconic installations in the Kingdom of Saudi Arabia, Egypt, Lebanon, and Dubai!" He emphasised Pepsi's dedication to staying true to its roots while accepting the future. He promised fans the same great taste would be accompanied by even more immersive and entertaining experiences across music, sports, and cultural spheres.

Thus, Pepsi continues to lead the charge in delivering what people are craving – modernisation with popular collaborations. As for those who embrace new experiences and venture beyond their comfort zones, there are more unforgettable moments to come later this year. Keep an eye out as Pepsi continues to evolve with the culture, delivering more of what you love and crave.