This is the first packaging update for Pepsi in 16 years and, as serious creative critics (!!??!!) here at The Book, we thought we'd share it in a blog. It's not planned to be rolled out in the UK though, just in the states for now...
Angelique Krembs, vice president of Pepsi marketing says, ‘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.’
"The new bottle's bold swirl and elevated profile reflect the brand's attributes and youthful spirit, capturing the excitement of now for Pepsi consumers. The etched, grip-able bottom allows consumers to have a more stimulating, tactile interaction with the bottle itself. A new, 12-ounce glass bottle will also be offered as a premium package in select stores. The new bottle is the first iteration of the redesign of the full portfolio currently underway under the stewardship of PepsiCo's Chief Design Officer Mauro Porcini, with additional elements to be rolled out throughout the year."
The new shape has been designed by the inhouse team at Pepsi Co and the Pepsi logo which was introduced in 2008 will not change. The new bottle has a contoured bottom half that appears easier for holding, and the wraparound label is shorter so that more of the drink is exposed
Did you know:
Over the years small changes have been made to its design, such as making the surface easier to grip and shortening the neck of the bottle.
Created and developed in 1893 in North Carolina, United States, who made it at his drugstore where the drink was sold and later labelled Pepsi Cola after the digestive enzyme pepsin and kola nuts used in the recipe.
In 1909, automobile race pioneer Barney Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was then used over the next two decades.
In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo was changed again.
On three separate occasions between 1922 and 1933, The Coca-Cola Company was offered the opportunity to purchase the Pepsi-Cola company, and it declined on each occasion