After 16 years, Pepsi will change its packaging design; 1997 was the last year Pepsi established its bottle shape and it wasn’t changed since. Now, following their “Live for now” positioning, the brand is changing its packaging to a more ‘playful’ and ‘youthful’ shape.
Beside the new ‘swirled grip’, the biggest difference regarding the new and old bottle is that the 16 oz. and 20 oz. bottles will have a shorter label with a dark border and an enlarged logo, all which will be seen on Pepsi, Diet Pepsi, Pepsi Max and Pepsi Next products. The new bottle is “capturing the excitement of now for Pepsi consumers” and it allows them to have a more “stimulating, tactile interaction” with the bottle.
The idea of the redesign is not new though – it emerged over a year a go, with the start of the brand’s “Capturing the excitement of now” campaigns. As AdAge reports, the twisted-bottle shape is a standard the brand hopes to build on, and to do so, the brand’s creative team looked in Pepsi’s archives for inspiration and features; The swirl on the new bottle is supposedly an element that goes back to some of the early glass packages. On that note, Angelique Krembs, VP-marketing, Pepsi, commented that they didn’t create a shape that came out of nowhere:
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.
It’s not strange that Pepsi decided to refresh its packaging design – after the launch of their new logo and refreshed and youth-targeting global campaigns, this was a logical and somewhat predictable step. Krembs adds:
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.
As the Huffington Post reports, PepsiCo has been working to revitalize the brand after losing market share to Coca-Cola Co. in recent years, and the new bottle is part of the company’s ongoing update of marketing and packaging materials for the cola. However, despite PepsiCo’s stepped up efforts, its beverage volume in North America declined by 4 percent last year.
Will this new effort have a positive impact on the brand and help increase sales? We would love to hear your thoughts.
The bottles will begin rolling out in April this year, however some time will be needed in order for the new bottles to hit all retail shelves. The brand expects that half of the U.S. will be converted to the new package and feature the new design system, including point-of-sale and other marketing, at the end of the year.
Update: Pepsi has released an official image of the new bottle, which can be seen above.