Pepsi will undergo a complete rebrand in March, with new pack designs for all formats rolling out across grocery, wholesale and convenience.
The rebrand will 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 rebrand focuses on taste and refreshment – reasons that align with research showing 70% of cola consumption occasions are driven by consumers who say they “enjoy the taste”.
The roll-out will be supported by a fully integrated campaign, including TV, radio, out-of-home and experiential marketing. In line with Pepsi’s ‘Thirsty for More’ campaign, it will highlight Pepsi’s commitment to celebrating those who challenge conventions and want to have fun, while forging deeper connections through shared passions.
Ben Parker, Britvic Retail Commercial Director in Great Britain, 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 £6bn, 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.”
NAM Implications:
- It takes real courage to modify an iconic brand…
- ..but being Pepsi, the move will have been well researched.
- And will be monitored carefully by all stakeholders.
- Time for rivals to reassess relative competitive appeal…
- …and be ready for some fast action/reaction.
