Pepsi is to undergo a complete rebrand in March, with new pack designs for all formats.
The rebrand aims to create a consistent identity across the Pepsi MAX, diet, regular and flavoured cola ranges, with new packaging visuals, in-store materials and displays, with the goal of attracting younger shoppers, while retaining existing customers.
The roll-out will be supported by a fully integrated campaign, including TV, radio, out-of-home and experiential marketing.
Britvic retail commercial director in Great Britain Ben Parker, said: “The rebrand reflects Pepsi’s challenger mindset and drive to push culture forward whilst remaining iconic and timeless, with a new logo and visual identity that borrows equity from its past and incorporates modern elements to create a look that is unapologetically current and undeniably Pepsi. The vibrant new look will grab the attention on the shelf, playing a key role in drawing younger consumers into the category. As the number one soft drink category, worth £6 billion cola presents a major sales opportunity], and this rebrand will help retailers maximise sales by sparking a renewed interest in the brand. Pepsi and Pepsi MAX are well-known and loved by many, but as a brand with such a rich history, it’s vital that we work to evolve its look and feel, driving relevance for the next generation.”
No comments yet