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. "




Bookmark this


Site Search

COMMENT

Richard Hemming MW asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter