Pepsi's waves become backdrops for outdoor fun

Coca-Cola has famously gotten playful with its iconic swirl--to award-winning effect, and then, not so much (earlier this year it head-scratchingly used the design element to unite Trump and Kim Jong-Un during their summit). Now Pepsi is riffing off its own distinctive markings in a new campaign out of Colombia.

The print effort for Pepsi Light, created out of Sancho BBDO, turns the colorful shapes into backdrops for outdoor fun. With the addition of a simple element--a human figure--the brand's curves become waves, ski slopes, parachutes and mountains.

According to Sancho BBDO Executive Creative Director Daniel Alvarez, Pepsi Light has historically "highlighted curves" in that they "conceptually, established the light spirit of our drink--thin, curvy women who freshened themselves with zero sugar and zero calories." These new ads bring the idea to modern day (and less objectifying) territory. "We turned the logo curves into a sports activity that invites people to feel light, where the curves that we have seen and strengthened for more than 125 years, go from the aesthetic to something really meaningful."