In its first design update since 1996, PepsiCo has unveiled a new single-serve plastic bottle for its Pepsi trademark portfolio, including Pepsi, Diet Pepsi, Pepsi Max and Pepsi Next.
The latest move inspired by the soft drinks giant’s ‘Excitement of Now’ global positioning, the new-look bottle is being rolled out across the US starting in April in 16-ounce and 20-ounce formats.
Full conversion is predicted to take “a few years”.
The new Pepsi bottle’s label gives full prominence to the brand’s swirl logo and name, in a manner designed to: “Reflect the brand’s attributes and youthful spirit, capturing the excitement of now for Pepsi consumers.”
The moulded and textured, grippable lower section of the bottle allows consumers to have a “more stimulating, tactile interaction” with the bottle itself.
“This new bottle is the next milestone in Pepsi’s Live For Now marketing campaign,” says Angelique Krembs, vice president Pepsi marketing.
“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.”
A new, 12-ounce glass bottle will also be offered as a premium package in select stores in the US.
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.
