One of the world's most famous soft drinks brand, Pepsi-Cola, is undertaking a major global rebranding exercise beginning next month (February) which will see new packaging graphics that change every few weeks introduced for the eight billion plus Pepsi-Cola cans, bottles and cups expected to be sold worldwide during 2007.
Pepsi says its aim is to “connect with consumers via a global brand restyle” - a “360 deg marketing campaign” reflected all over the world on TV, radio, in print, packaging and online.
While the “iconic” Pepsi globe logo and name lettering will remain in place, the drinks company makes much of its plans for changing background graphics, which will be designed to reflect themes “close to the hearts of teens and young adults”. In its 109-year history, the brand's “look” has changed just 10 times, but this year alone it will change over 35 times - “reflecting the fast, ever-changing interests of the elusive millennial generation”.
Pepsi bottles, cans and cups will also give consumers access to “exclusive content, games, contests and sweepstakes” through unique web addresses on each design. The brand “restyle” will be highlighted in new thematic advertising campaigns, “coming to life” in-store with merchandising, account-specific promotion and point-of-sale materials that showcase “an array of packaging” representing the wide range of design graphics.
Examples of upcoming packaging designs and promotions will include:
o In America, the first can, titled “Your Pepsi”, will link to a website inviting consumers to help design a Pepsi billboard which will run in New York City's Times Square in April;
o Consumers will have access to packaging designs by some of “the biggest names in sports and music”;
o In many international markets, designs will link to websites that enable consumers to create music and video they can share with others.
“On the surface this might look like a packaging update, but it's much more than that,” explains Cie Nicholson, senior vice-president and chief marketing officer, Pepsi-Cola North America. “When people pick up a Pepsi they'll be getting much more than a great-tasting cola; they'll be getting a passport to the things they enjoy most.”
The changes will affect all Pepsi brands: Pepsi, Light, Diet, Max and Twist. Pepsi says the new designs “come from many sources”, but two of the key designers are America's The Arnell Group and Tracy Locke. A spokeswoman added: “The changes to the graphics, and indeed the entire re-branding programme, have been in development for over a year, so our many packaging suppliers have had plenty of time to prepare. Print runs etc should simply run seamlessly one after the other so the switch from one set of graphics to another is achieved smoothly. This campaign is truly global, so graphics used in one part of the world may differ form those used in another.”
