In a groundbreaking event, Pepsi’s innovative AI stunt showcasing Jamaica was displayed on the iconic billboards of Times Square, New York, on June 22, 2024.

The event marked the first time one of Pepsi’s refreshed brand identity stunts featuring a country was prominently shown in another country.

While Pepsi has unveiled similar AI stunts in its markets, Jamaica is the only country that has received this international spotlight. 

Pepsi has continued its exciting journey of unveiling its refreshed brand identity with this AI stunt at the iconic Rick’s Cafe in Negril.

This new identity marks the brand’s first major change in 14 years and was introduced in Jamaica under the campaign “New Beats, Same Jamaican Flava.” 

The “New Beats, Same Jamaican Flava” campaign signifies that while Pepsi’s look has changed, the flavor remains unchanged. In Jamaica, “beats” colloquially refers to clothing, so the campaign cleverly plays on this cultural nuance. 

Rick’s Cafe, a renowned tourist destination that saw over 1.4 million visitors last year, was selected for the unveiling, which featured hot air balloons adorned with the new Pepsi logo.

This digital installation underscores Pepsi’s dedication to innovation and its celebration of Jamaican culture, highlighting the crucial role of the tourism sector on the island.

Edmund Bartlett, Minister of Tourism, said, “We are happy to see Jamaica yet again on the world stage through the featured Pepsi Jamaica stunt in Times Square. It showcases the beauty of our island on an international stage and underscores the importance of our tourism sector. We commend Pepsi for this initiative.” 

Luz Tejada, Commercial Director at Pepsi Cola Jamaica, added, “Our new visual identity brings to life Pepsi’s brand platform, ‘Thirsty for More.’ The featuring of this stunt on the screens of Times Square demonstrated our commitment to celebrating Jamaica’s rich culture and vibrant tourism industry on a global scale.” 

The successful display encouraged onlookers to ‘Visit Jamaica’ and ‘Taste the Jamaican Flavor’; it also featured the distinct Jamaican colours for passersby to see.