21/03/2026
In 1996, Pepsi did something no brand had ever done before. They painted a Concorde blue.
It was part of a $500 million global rebrand called "Project Blue." Pepsi struck a deal with Air France to repaint one of the 20 Concordes in existence in full Pepsi livery. The aircraft was F-BTSD, known as Sierra Delta.
The reveal happened at London Gatwick Airport in England on April 2, 1996. The plane rolled out of the hangar in electric blue. It was jaw-dropping.
But behind the scenes, engineers were worried.
Concorde wasn't white because it looked good. It was white because it had to be. At Mach 2, the nose reached 260Β°F. The fuselage hit 194Β°F. The airframe physically stretched by nearly 12 inches from the heat. A gap would open in the cockpit between the flight engineer's console and the wall. Concorde's specially formulated white paint reflected that heat and kept temperatures within safe limits.
Dark blue does the opposite. It absorbs heat.
AΓ©rospatiale, the French manufacturer, told Air France the blue Concorde could only fly at Mach 2 for 20 minutes maximum. Below Mach 1.7, no restrictions. To reduce the risk, only the fuselage was painted blue. The wings stayed white because they held the fuel tanks.
For two weeks, the Pepsi Concorde toured 10 cities across Europe and the Middle East. It completed 14 flights. Then the blue came off and Sierra Delta went back to work.
By the end of 1996, Coca-Cola was still making nearly 50% more profit than Pepsi. The blue Concorde didn't change that.
But that image of a blue supersonic jet on the tarmac? Still one of the most iconic moments in aviation history.