It's been a sweet 16 years since Pepsi last launched a new bottle, but this package is the next step in its Pepsi Live for Now marketing campaign.
March 26, 2013
by Canadian Packaging Staff
PepsiCo has unveiled a new single-serve bottle for its brands, including Pepsi, Diet Pepsi, Pepsi MAX and Pepsi NEXT, marking its first design update since 1996.
Pepsi says the new look is a visual expression of the brand’s Excitement of Now positioning, the bottle is rolling out in markets nationwide starting in April in 16- and 20-ounce packaging, with full conversion taking a few years. The current Pepsi logo, introduced in 2008, will not change.
The swirl on the new bottle, along with a raised profile are designed to capture the ‘excitement of now’ in all its zen-like glory. The bottle also features an etched, lower torso giving the consumer a ‘more stimulating, tactile interaction’ – a better grip.
A new, 12-ounce glass bottle will also be offered as a premium package in select stores.
The new bottle is the first iteration of the in-house redesign of the full portfolio currently underway under the stewardship of PepsiCo’s chief design officer Mauro Porcini, with additional elements to be rolled out throughout the year.
Pepsi vice-president of marketing Angelique Krembs says, “This new bottle is the next milestone in Pepsi’s Live For Now marketing campaign. Our single-serve bottle is the most visible and tangible connection point we have with our consumers, and we love how the new bottle expresses our brand DNA.”
Along with the package redesign, new designs for POP (point-of-sale), delivery trucks and other bottle sizes will be released throughout 2013.
For more information, visit www.pepsico.com.