Pepsi introduces a new look by refreshing classic fashion staples

Pepsi ushers in a new era with a partnership with emerging designer Jackson Cowden, celebrating not only Pepsi's new identity, but the reinvention of fashion items and classic conventions.

In collaboration with 22-year-old emerging 'Digital Fashion Artist', the launch of the Pepsi Pulse collection showcases Pepsi's new visual identity.

The 10-piece collection is firstly designed with artificial intelligence, inspired by the new look of the Pepsi brand and familiar staples such as the little black dress and the classic white shirt; with modernity injected through innovative AI methods.

Special PR managing director Alex Bryant said finding an interesting way to celebrate the renewal of such an iconic brand was a surprising challenge for the agency in its first major special PR campaign for Pepsi.

“Taking inspiration from an industry that knows how to reinvent and update, we were delighted to find a shared vision with the collection's fashion designer and creative director, Jackson Cowden,” said Bryant.

“This campaign launch demonstrates how Pepsi continues to challenge convention, push boundaries and always put enjoyment first.”

Vandita Pandey, PepsiCo Australia's ANZ CMO, snacks and beverages, said the brand wanted its local launch to feel relevant to its culture-hungry next-generation drinkers in Australia.

“Pepsi supports the next generation of creators and designers. Since our new visual identity is bold, unapologetic, modern and iconic, we wanted to partner with a new designer who could bring a unique vision to our renewal. It was a privilege to be able to support the Jackson to launch his first parade,” Pandey said.

Using traditional methods of sketching, pattern making, and multiple rounds of samples would typically take Jackson up to nine months to complete a collection.

With the young designer choosing an alternative approach to AI fashion technology, designing first in the digital world, Jackson was able to complete final designs in 40 days, minimizing waste, saving time and pushing the boundaries of fashion traditions.

Designer and creative director of the collection, Cowden said it was incredibly important for him to partner with Pepsi at this point in his career.

“A partnership born from our shared values ​​around challenging the status quo, pushing the unconventional and finding bold new ways of doing things,” said Cowden.

“Increasingly, in the near future, fashion designers will be drawn to digital fashion design, with 'preconceived rules' in abandoned creative fields. Pepsi is known for keeping the cultural pulse and the innovative and creative way this collection comes to life. that proves it even more.”

Pepsi's Pulse Collection was launched last night in collaboration with Australian event and experience creator Rizer, showcased in a spectacular setting on the edge of Sydney Harbour.

Merging the physical and digital worlds, highlighted by an exclusive performance by local singer G Flip, with model Samantha Harris leading the runway with James Parr.

Rizer creative director Zoe Bailey said Cowden's digital design process was a huge inspiration for creating an unconventional catwalk, with the energy of Pepsi's bold identity.

“Embracing the unconventional, we blur the lines between fashion, animation, lighting, sound, dance and performance, all in one story,” said Bailey.

The track was also streamed live via oOh!media's full motion site at The Bourke in Melbourne. In a first for oOh!media's creative and innovation hub, POLY, they managed end-to-end production from broadcast to delivery.

The Pepsi Pulse Runway Collection is being rolled out across experiential, earned, social and OOH.


Client: Pepsi

Director of Marketing, Snacks and Beverages: Vandita Pandey

Head of Beverage Marketing: Susan Press

Marketing Manager: Tiana Handel

Brand Manager: Candy Wong

Senior Corporate Communications Manager: Skye Oxenham

special PR

Lindsay Evans – Partner and CEO

Alex Bryant – General Manager

Dave Hartmann – Strategy Partner

Tom Martin – Partner and CCO

Julian Schreiber – Partner and CCO

Max McKeon – Creative Director

Kate Wilkinson – Creative Strategist

Michelle Braslin – Team Leader

Maddie Armstrong – Business Director

Sarah Halpin – Account Director

Allex Conley – Publicist

Bella Hayes – Account Executive

Jamie Astley – Business Director

Irnin Khan – Social Manager

Maggie Webster – Designer

Design team

Jackson Cowden – Creative Director and Lead Designer of the Pepsi Pulse Collection

Sophie Azar – Head of Fashion Production

Liam Ramírez – Production Assistant / Machinist

Kolet Hodgson – Production Coordinator

Sophie Nixon – Production Coordinator


Barry Wafer – Founding Director

Mellani Tallis – General Manager

Edward Woolrych – Head of Projects

Bim Ricketson – Creative Director

Adam Lofthouse – Head of Production

Ashley Diamond – Executive Producer

Zoe Bailey – Creative Director

Dominica Lipinski – Senior Producer

Andrew Lee – Senior Production Manager

Pamela Craddock – Talent Executive

Mieke Bosschieter – Associate Producer

Olivia Rowlands – Creative


Jen Jones – Group Business Director

Imogen Speck – Business Director

Gilbert Lee – Director of Planning

Christine Chen – Group Investment Manager

Mikeah Irving – Senior Investment Manager


Richard Moore: Director of Production and Content

Zoe Chan-Iverach – Digital Producer

Luke Haillay – Multimedia Developer

Mark Passlow – Technology Leader

Michelle Su – Technology Analyst

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