For the first time since 1997, the bottle will be a new shape and feature new graphics.
From April, Pepsi’s 16 oz. and 20 oz. plastic bottles will display a swirled grip at the bottom, a shorter label bordered with brown edges that resemble the colour of the drink, and a larger version of its current globe logo.
Pepsi vice president for marketing Angelique Krembs said: This new bottle is the next milestone in Pepsi’s Live For Now marketing campaign. Our single serve bottle is the most visible and tangible connection point we have with our consumers, and we love how the new bottle expresses our brand DNA.”
Krembs said that she expects half the country to be converted the packaging makeover by the end of the year.
PepsiCo chief design officer Mauro Porcini created the new look for the pack.
The swirl on the new bottle is an element that goes back to some of the early glass packages.
“We didn’t want to create a shape that came out of nowhere,” Krembs told Ad Age. “It’s not uniform, it’s a little asymmetrical, there’s a little edginess and playfulness, which is consistent with Pepsi’s equities and youthful spirit.”
PN understands that the new packs will not be rolled out in the UK.