You might have seen pictures of a Concorde painted in Pepsi colors. Most might think those photos are photoshopped. Well, those pictures are 101% clean of any editing because there really was a Concorde painted in Pepsi colors! And yes, this was all part of a rebranding project that used an iconic aircraft to catch the attention of many.
In 1996, the soft drink industry witnessed a bold and audacious marketing campaign that intertwined pop culture, aviation history, and the allure of supersonic travel. Pepsi, facing declining market share, embarked on a $500 million rebranding project, culminating in the iconic “Pepsi Concorde” – a stunning blue Concorde jet soaring across the skies, emblazoned with the logo of the company’s new beverage, Pepsi Blue.
The journey began with the selection of a suitable aircraft. Pepsi approached both Air France and British Airways, the only two operators of the Concorde. Air France won the contract, but a significant challenge arose: painting the Concorde blue. The white fuselage was crucial for managing heat at supersonic speeds, and darkening it raised potential thermal issues. Fortunately, with extensive testing and approval from Aerospatiale, the French manufacturer, the fuselage received its blue makeover, while the wings remained white for temperature control.
However, limitations were imposed. Air France could only fly at supersonic speeds (M2.02) for a maximum of 20 minutes, as the darker paint absorbed more heat. This wasn’t a major concern, as the planned routes wouldn’t require extended supersonic flight.
The Pepsi Concorde Takes Off
Beyond the paint job, extensive preparations were needed. Maintenance packages, handling tools, and ground equipment were assembled, mirroring the protocols for any unscheduled Concorde operation. The chosen aircraft, F-BTSD, underwent a meticulous makeover at the Air France facility in Orly, requiring 200 liters of paint and 2,000 hours of work.
Despite the secrecy surrounding the project, word reached Richard Branson, leading to Virgin Cola advertisements appearing in the British press. Additionally, news articles hinted at a blue-painted Air France Concorde, partially spoiling the surprise.
Nevertheless, the grand unveiling at Gatwick Airport on April 2nd, 1996, was a spectacle. Celebrities like Claudia Schiffer, Andre Agassi, and Cindy Crawford graced the event, adding to the glamour. Guests were awestruck by the transformed Concorde, a flying billboard announcing the arrival of Pepsi Blue. Flight attendants even wore special pins commemorating the occasion.
An Iconic Aircraft
The “Pepsi Concorde” embarked on a 16-flight world tour, visiting major cities like Dubai, Hong Kong, and New York. It not only served as a marketing tool for Pepsi Blue but also provided valuable market research data on the new beverage. For Air France, it represented a lucrative opportunity to showcase their prestigious fleet and explore alternative revenue streams.
However, the campaign was short-lived. The high costs associated with running and maintaining the Concorde, coupled with Pepsi Blue’s lukewarm reception, led to its termination in 1997.
The “Pepsi Concorde” was historically significant in its own right. F-BTSD was one of the final Concorde examples built, showcasing advanced construction techniques and holding both eastbound and westbound records for the fastest commercial round-the-world flights.
Despite its brief stint in the spotlight, the “Pepsi Concorde” continues to serve as a reminder that audacious ideas, even if temporary, can leave a lasting impression, forever intertwined with the supersonic dream and the ever-evolving world of marketing and aviation.
First love never dies. I fell in love with airplanes and aviation when I was a kid. My dream was to become a pilot, but destiny led me to another path: to be an aviation digital media content creator and a small business owner. My passion for aviation inspires me to bring you quality content through my website and social accounts. Aviation is indeed in my blood and blog!
