Canadian Packaging

How sweet it is!

While the 1970s may not have been everyone’s cup of tea when it comes to music and fashion, among other things, there is no denying the highly contrasting attitudes and values prevalent during that culturally tumultuous decade, which is exactly what the Mississauga, Ont.-based drink maker PepsiCo Beverages Canada says it is trying to recreate with...


February 25, 2011
by Canadian Packaging Staff

While the 1970s may not have been everyone’s cup of tea when it comes to music and fashion, among other things, there is no denying the highly contrasting attitudes and values prevalent during that culturally tumultuous decade, which is exactly what the Mississauga, Ont.-based drink maker PepsiCo Beverages Canada says it is trying to recreate with last month’s limited-time launch of the Pepsi Thowback soft-drink—sweetened with real sugar and featuring more vanilla and caramel notes to give Canadian consumers a unique retro tasting experience.

“Those of us who lived through it remember the ’70s fondly as a time of great extremes—everything from disco and punk to leisure suits and torn teeshirts,” says Robb Hadley, the company’s director of enjoyment and transformation.

“And the generations since the ’70s can’t seem to get enough of its outrageous contrasts,” he adds, citing the modern youth’s well-documented fascination with all things vintage, as well as the strong sense of nostalgia felt for the 1970s by many older Canadians.

“Whatever your memories or thoughts of the ’70s, one look at Pepsi Throwback takes you there smiling,” says Hadley, adding the new softdrink’s packaging, designed in-house, is actually based on a replica of a Pepsi can from 1971. (See Picture)

“The look is cool, classic, strong, simple and unmistakably vintage,” states Hadley, saying the Pepsi Throwback will be available in Canada from coast to coast for a limited time in 355-ml cans, 591-ml plastic bottles, and in 12-pack cases.

For more information on PepsiCo, visit www.pepsi.com.