Beverage Industry

PepsiCo launches swirled bottle design

May 15, 2013

 PepsiCo introduced a new bottle structure and label for its Pepsi, Diet Pepsi, Pepsi Next and Pepsi Max brands. The lower half of the bottle features a “swirled”Pepsi AXL can 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.