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News
Pepsi rolls out new designs
Cola brand Pepsi is rolling out six new pack designs in the UK as part of a strategy to get consumers to interact with the brand. The new designs aim to make the brand more relevant for younger consumers and are based on the themes of sport, fashion, music and cars.
The strategy marks a major change in direction for the brand – in the 109 years since it was launched, only ten can designs have been used. The initial six executions will be joined by up to 20 further designs in the coming years.
According to Bruno Gruwez, marketing director Pepsi Beverages UK, "Young people today seek discovery, connectedness, personalisation and multiculturalism. Whenever a Pepsi is purchased will be led on a journey of discovery. That discovery will start with our new pack designs and lead through to our interactive digital initiatives, where consumers can help shape future content.
© db Ben Grant 25/04/07