According to Lebanese media reports, the modern Lebanese company S.M.L.C, the bottler of Pepsi Cola in Lebanon, has caused an uproar by introducing a new commercial logo design reminiscent of the Israeli flag.
The company, users claim, placed this redesigned logo solely on the caps of its bottles while retaining the old logo on the bottle itself. This unexpected move, launching the dual-logo products in Lebanese markets three days ago, prompted attorney Mohammed Ziad Jaafil to file a formal complaint with the Public Prosecution Office in Beirut on Wednesday. Although Pepsi has not announced a change to its logo, users were outraged after noticing a blue-and-white redesign on its caps. Israel Hayom could not independently confirm the photos.
على اثر اقدام الشركة العصرية اللبنانية ـ شركة S.M.L.C. - الشركة العصرية اللبنانية للتجارة – (معبئ بيبسي كولا في لبنان) على تعديل شعارها التجاري بشكل مشابه لعلم اسرائيل ووضعه فقط على اغطية عبواتها..وابقاء شعارها القديم على العبوة بذات الوقت.. وطرحها بشكل مفاجئ في الأسواق اللبنانية… pic.twitter.com/2bvmCznyzt
— الشيخ حسن مرعب (@imammoraib) June 19, 2024
Jaafil's complaint demands an immediate halt to the distribution of the company's products bearing the controversial logo and the withdrawal of all such products from the market. Additionally, he calls for an investigation into the company's representatives and the referral of those responsible for these actions to the relevant criminal court, with the aim of prosecuting them for crimes of inciting strife, attempts at normalization, and violations of the boycott laws against the Israeli enemy.
Rebranding sparks global controversy
In March of this year, Pepsi announced its new global brand identity, unveiling a redesigned primary logo for the first time in 14 years across 120 countries. The rebranding campaign strategically targeted prominent international locations to showcase the updated design.
Consumers in over 200 countries and regions worldwide enjoy PepsiCo's products more than a billion times daily. In 2023, the company generated over $91 billion in net revenue from its diverse range of food and beverage offerings, including Lay's, Doritos, Cheetos, Gatorade, Pepsi Cola, Mountain Dew, and Quaker. PepsiCo's portfolio encompasses a wide variety of delicious foods and beverages, with numerous brands each generating over $1 billion in annual retail sales.
