As part of its global rebrand, PepsiCo is to unveil its latest “vibrant” label design on the UK market in March, following its US roll-out last year.
The new designs for all formats are being launched across grocery, wholesale and convenience, and will create a consistent identity across the Pepsi MAX, diet, regular and flavoured cola ranges, with new packaging visuals, in-store materials and displays.
The rebrand forms part of PepsiCo’s vision to ensure long-term growth in the cola category, says Pepsi’s UK bottler Britvic. By modernising its flagship Pepsi brand with bolder, more vibrant packaging, the refresh is designed to help retailers capitalise on sales amid evolving consumer tastes.
“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,” said Ben Parker, Britvic retail commercial director in the UK.
“The vibrant new look will grab the attention on the shelf, playing a key role in drawing younger consumers into the category. Pepsi and Pepsi MAX are well-known, 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.”
The design combined darker electric blue and black colours with a more ‘modern’ typeface. For the UK rebrand, the goal is to attract younger consumers, while retaining existing customers, with a focus on “great taste and refreshment”, reasons that align with research from Kantar showing 70% of cola consumption occasions are driven by consumers who say they “enjoy the taste”.
A spokesperson for Britvic said that no changes are being made to the aluminium cans, which are produced by Ardagh Metal Packaging (AMP), Can Pack and Ball.
The roll-out will be supported by a fully integrated campaign, including TV, radio, out-of-home and experiential marketing. Flexible and animated visual assets will also allow for more seamless collaboration with retail partners.