- THE MAGAZINE
- CATEGORY FOCUS
- BEVERAGE R&D
PepsiCo, Purchase, N.Y., will introduce a new bottle structure and label for its Pepsi, Diet Pepsi, Pepsi Next and Pepsi Max brands in April. The lower half of the bottle features a “swirled” structure, and the bottle also features an etched, grip-able bottom, according to a brand representative.
“The new bottle’s swirl brings an edginess and playfulness that mirror brand attributes and its youthful spirit, and the etched, grip-able bottom allows consumers to have a more solid interaction with the bottle itself,” a Pepsi spokesperson said.
The redesign will impact the brands’ 16- and 20-ounce single-serve plastic bottles. In addition, new 12-ounce glass bottles will be available in select stores. The package design was developed as the next step in the company’s “Live for Now” marketing campaign, which kicked off last spring.
“‘Live for Now’ reflects the insight that Pepsi fans all around the world desire to capture the excitement of now — a mindset that is aligned at the very core with the brand's DNA,” the Pepsi spokesperson said. “Packaging innovation through this next bottle is the next step in this marketing campaign. And, specifically single-serve (16- and 20-ounce) is the most visible and tangible connection we have to our consumers — it’s the best visual expression of ‘Live For Now.’”