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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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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