Pepsi opts for identity overhaul

04 May, 2007

Pepsi-Cola is rolling out six new pack designs for Pepsi, Pepsi Max and Diet Pepsi.

The revamp aims to make the brand more relevant to younger consumers and is based on sport, fashion, music and cars. It will also give each variant a unique style and appeal, said a spokeswoman.

The strategy is a major change in direction for the brand - in the 109 years since it was launched, Pepsi has used only 10 designs .

Bruno Gruwez, marketing director for Pepsi Beverages UK, said: "Young people today seek discovery, connectedness, personalisation and multiculturalism. "




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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