New-Look Pepsi Bottle Heads Redesigned Range

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New-Look Pepsi Bottle Heads Redesigned Range

March 17
10:49 2013

The first new Pepsi bottle design to emerge since the mid-1990s has been unveiled and will start to appear on US supermarket shelves from 16 April onwards.

Gradually replacing the familiar bottle shape in use since 1996, the revised design is the lead member of a company-wide redesign programme, led by Mauro Porcini – Chief Design Officer at PepsiCo.

“This new bottle is the next milestone in Pepsi’s Live For Now marketing campaign”, explained Pepsi Marketing’s Vice President Angelique Krembs. “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.”

Redesigned Pepsi Bottle

Compared to its predecessors, the redesigned Pepsi bottle offers a more tactile drinking experience while, stylistically, its ‘bold swirl and elevated profile’ mirror PepsiCo’s young-at-heart approach, according to the firm.

Specifically, the bottom half of the bottle is now contoured to match the shape of the hand, while the new wrap-around label takes up less space, allowing more of the contents to be seen.

“We didn’t want to create a shape that came out of nowhere”, Krembs added in comments quoted by 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.”

New-Look Pepsi Bottle

The new-look Pepsi bottle comes in 16- and 20-ounce packaging and, at selected locations, a revised 12-ounce glass bottle will be available, too.

This is just the latest bold move made by PepsiCo over the past 12 months. Recently, it signed a long-term Super Bowl sponsorship contract, while it’s also now involved in pop star Beyonce’s PR work, too.

In May 2012, PepsiCo launched a range of Michael Jackson tribute cans – these also part of its Live For Now marketing campaign. Pepsi first started working with the late ‘King of Pop’ in 1983 and, five years later, sponsored his ‘Bad’ tour.

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