News Column

PepsiCo Puts a Twist in Its Bottle, Marketing

March 22, 2013

U.S. soda giant PepsiCo Inc. says it is overhauling the look of its 16- and 20-ounce bottles, including a new corkscrew-style twist at the bottom of the bottle.

The top of the bottle to be released in April will have a label with a larger version of Pepsi's familiar red, white and blue circular logo, which is not being changed, Ad Age reported Friday.

Pepsi plans to introduce the new bottle -- which borrows the twist concept from older Pepsi drinking glasses -- with 16-ounce bottles and then expand on that throughout the brand.

About half of the country will have the new bottles on store shelves by the end of the year, the company said.

"We started with single serve, because it is the package you're seen drinking and holding," said Angelique Krembs, vice president of marketing for the Pepsi trademark.

"The longer-term view is this new design system would eventually hit all touch points beyond packaging, to be honest, but certainly all other package types, as it applies," Krembs said.

It is the first time in 16 years that Pepsi has changed bottle shapes, although it changed its logo in 2008.

In part, the company is trying to unify its marketing approach around the theme, "capturing the excitement of now."

"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," Krembs said.



Source: Copyright United Press International 2013


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