Pepsi has taken over Melbourne's Hosier Lane as part of a global campaign to launch its new logo and visual identity.

The street, famous for its street art, hosted one of 120 globally coordinated activations, displaying a large-scale CGI )computer-generated imagery) kinetic mural.

Pepsi's new look encapsulates the brand's 'Thirsty for More' philosophy, with an updated colour palette that introduces electric blue and black to give a modern edge to the classic logo.

The new logo and visual identity were launched worldwide on 1 March and will be unveiled across all channels in Australia throughout the month. Elsewhere, the launch was celebrated with a hot air assembly forming a giant Pespi logo in Warsaw, Poland, and Ho Chi Minh, Vietnam. Pepsi also put on activations on the Nile in Egypt and Ain Dubai.

The new era for Pepsi will encompass new design, storytelling, and partnerships, with a focus on delivering unique experiences and content connected to fan passions. The new visual identity incorporates elements from Pepsi's past and introduces modern elements, including an updated colour palette with electric blue and black.

The new logo is being launched in over 120 countries worldwide, through various consumer touchpoints including digital, experiential and retail.

PepsiCo Australia Chief Marketing Officer ANZ, Snacks & Beverages, Vandita Pandey, said: "We've always been a bold brand that challenges conventions, challenges the status quo and always puts enjoyment first. Our new visual identity is bold, unapologetic, modern, and iconic."

"We have huge plans for 2024 here in Australia, delivering one-of-a-kind experiences to Australia's culturally thirsty, next generation drinkers - those with a bold attitude, keen to try new things and live new experiences. Our fans can expect the same great taste they’ve come to love with even more of the immersive and entertaining experiences we’re known for across music, sport and culture."

PepsiCo's product portfolio includes brands like Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream, many of which generate over $1 billion each in estimated annual retail sales.