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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