Pepsi creates 35 pack designs to win over youth - Design Bulletin - Design news by Email - Brand Republic

Pepsi creates 35 pack designs to win over youth - Design Bulletin - Design news by Email - Brand Republic: "Pepsi creates 35 pack designs to win over youth
by Jemima Bokaie Marketing 16 Jan 2007

Pepse: new designsLONDON - Pepsi is introducing 35 different packaging designs as part of a global brand revamp aimed at bringing younger consumers closer to the brand. It is only the 11th time the brand has changed its look in its 109-year history.
The graphics, created by US agencies, will use themes associated with teens and young adults. Images representing fashion, sport, music and cars will appear on Pepsi, Pepsi Max and Diet Pepsi packs in the UK from the end of March. The Pepsi globe logo and lettering will remain.
Each territory will have the opportunity to add designs, including promotions and links to websites where consumers can access exclusive content.
The work will be supported by a campaign that will include in-store merchandising as well as TV, radio, print and online activity.
In the US, Pepsi plans to change the pack designs every few weeks. A spokeswoman for Pepsi UK said that the designs would be alternated less often in this country. "