Pepsi to Launch New Branding and Packaging
Posted by jodi in K news
Next month, a new Pepsi bottles will hit shelves for the first time in 16 years, but that’s just the beginning. In the months to follow, more striking changes are expected as the brand adapts and aligns its design across various outlets, from in-store marketing and coolers to trucks and packaging.
The redesign is part of Pepsi’s effort to create a more cohesive look for the brand, which has been quick to change its logo over the years. It’s not unusual to see soda cans with the latest logo being unloaded from a truck bearing an outdated one.
Pepsi’s current logo was introduced in 2008, and it won’t change. What will differ is the way it is seen, which will be far from static. It could be magnified, reshaped or only partially seen, but the visual cues will make it unmistakably identifiable as Pepsi. For example, its equity of red and blue divided by white could be creatively adapted (imagine a guitar or the Statue of Liberty swathed in red, white and blue, mimicking the logo).
Brad Jakeman, President of Global Beverages Group, has touted the idea of “strategic variance,” citing MTV, Starbucks and Google as brands that regularly fiddle with their logo size, design and color.
The new bottle will have a swirled grip on the bottom portion of its 16 and 20-ounce bottle, with a shorter label edged in a “cola-colored” border and an enlarged version of the globe logo. This is similar to what Coca-Cola has done with its classic contour-shape bottle.
A 12-ounce glass bottle, which will be available in select retailers, features the same twisted shape as well as the globe logo ringed in a thick silver line.
If all goes as planned, half of the country will be exposed to the new packaging and branding by yearâs end.
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