Pepsi is unveiling a complete rebrand this March, rolling out new pack designs across all formats.
Supplier Britvic said the rebrand will create a consistent identity across Pepsi’s regular, diet and Max ranges, and will be supported with updated in-store PoS and displays.
The updated can design, which appears to nod to the soft drink’s 90s appearance, is aimed at attracting younger shoppers and retaining existing customers who harbour nostalgia for the brand’s older look.
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“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 Great Britain.
“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.”
Britvic will support the rebrand with a campaign including TV, radio, outdoor and experiential marketing.
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