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The Restraint of Pepsi

Pepsi launch their new shaped bottle this August in the USA.  It’s a dynamic new look for their product packaging line across the world famous brand that includes Pepsi, Pepsi Max, Diet Pepsi and Pepsi Next. The new bottle serves as the latest stage in their new Live For Now’ campaign.

“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-oz 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.”

pepsi new bottle designWhat matters, ultimately, is whether or not the new push will increase their revenue noticeably. Sales volumes have been declining against other soft drinks manufacturers, namely Coca-Cola for some time. So the time to fight back and reverse the trend has never been more relevant.

In this case, Pepsi began by giving the bottle a new structure that would inform the graphics second. This gave them the opportunity to find the perfect shape that enhanced their new ethos ‘Live For Now’. On the whole, many design agencies choose a shape for technical or commercial reasons, in turn muting the brand principles in the process  The approach to the design during this campaign has bucked that trend.

The emphasis on a smaller label increases the area of the bottle through which to see the drink, creating ‘greater appetite appeal’. The larger logo and a streamlined type-face are also new factors. Are they saving on the printing budget? Well, maybe not, the brand logo has remained unchanged for 16 years so the need for displaying the brand name quite so prominently is less important.  Increasing the logo enmasse at the point of sale is a well-researched plus, hence a smaller label. Yet only time will tell if their ‘re-up’ will have the desired effect.  Coca-Cola are definitely more gimmicky and liable to change up or tweek their brand more regularly (see their recent ‘Coke With a Friend’ strategy) but Pepsi may just win out through good old fashioned endurance.  Yet, wasn’t life was simpler with the Pepsi Challenge adverts of the 1970s and 80s?

Does your brand need a new look like Pepsi? We specialise in Corporate Brand Design and Strategy.  Get in touch with our team at hello@slivertoad.co.uk or 0800 756 6800.

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