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View Full Version : new pepsi packaging looks awful next to coke's...



popologist
10-01-2009, 09:45 AM
i was at the store yesterday, and there was a shopping cart with various 2-litre bottles in it. the new Coca-Cola bottle was bright red with HUGE Coca-Cola script on it (so that it had to wrap around the bottle). i guess this is their new packaging. it really POPPED out at you.

meanwhile, the pepsi bottles were almost invisble--dark navy blue with that tiny font and rather small globe logo. i was struck by how bad the packaging looked next to coke's. it was almost as if the pepsi bottle was saying, "buy coke instead." lol

seriously, though... what is pepsico thinking?!? that packaging is just awful. are they deliberately trying to discourage shoppers from buying it? it just doesn't make sense.

http://img.coxnewsweb.com/B/08/90/01/image_8601908.jpg

http://piece-of-me.com/images/pepsi_bottles_large.jpg

Android
10-01-2009, 10:18 AM
I guess they assume the 'butt crack' globe is eye-catching enough.

jetset
10-01-2009, 11:34 AM
It doesn't scream 'buy me' - while Pepsi is supposed to be 'cool', their packaging says Private Label.

Mr Zabe
10-01-2009, 11:45 AM
Gosh how depressing. :(

popologist
10-02-2009, 03:47 PM
sorry. not tryin to bash pepsi but the navy blue just isn't working.

when i was looking for images of pepsi's new packaging, i noticed that the illustrations of the packaging are a much lighter, brighter blue... but the actualy packaging is very dark.

is that the case everywhere, or is it just my local pepsi bottler?

mjb1124
10-03-2009, 01:29 AM
It's the same color everywhere from what I've seen. I think promotional images of soda cans/bottles in general tend to look more shiny than the real thing.

popologist
10-05-2009, 04:36 AM
my guess is that pepsi's decline in sales this year will be much larger than coke's... most likely due to this new packaging. and diet coke will finally pass pepsi as the #2 soda in the US.

lordmadone
10-08-2009, 04:05 PM
Interesting assertions and assumptions but I will owe you a pepsi if you are right(about the d.coke being number two). In my area alone in pretty much every major chain(ESPECIALLY wally world) we continue to dominate and increase/maintain our superior share..yes it is a pepsi market but regardless the change to the label hasn't disoriented customers but gave it a better appeal. Some may gripe and dislike it but it has a more modern look and far more stylistic cues to it. Obviously the old design wasn't working with the dip in share and volume so they had to try something new..you know what they say about those whom complain about something but never come up with alternatives? Nothing at all..because their opinions aren't valued.

popologist
10-08-2009, 07:01 PM
If diet coke replaces pepsi as #2 this year, then you owe me a coke zero, not a pepsi. ;)

Interesting assertions and assumptions but I will owe you a pepsi if you are right(about the d.coke being number two). In my area alone in pretty much every major chain(ESPECIALLY wally world) we continue to dominate and increase/maintain our superior share..yes it is a pepsi market but regardless the change to the label hasn't disoriented customers but gave it a better appeal. Some may gripe and dislike it but it has a more modern look and far more stylistic cues to it. Obviously the old design wasn't working with the dip in share and volume so they had to try something new..you know what they say about those whom complain about something but never come up with alternatives? Nothing at all..because their opinions aren't valued.

popologist
10-08-2009, 07:03 PM
by the way, i think "classic" is now officially gone from US coca-cola packaging. i think they phased it out with their summer packaging. it's about time.

fusion
10-08-2009, 09:03 PM
Yeah, the 2L look a lot like the 16oz bottles now, with the BIG Coca-Cola logo.

CitrusCola
10-09-2009, 06:07 AM
The Associated Press: PepsiCo: Consumers will keep focus on low prices (http://www.google.com/hostednews/ap/article/ALeqM5jwwNj2rWU6BWpZHujtAN9gIdlXwwD9B754RO0)

popologist
10-09-2009, 06:47 AM
The Associated Press: PepsiCo: Consumers will keep focus on low prices (http://www.google.com/hostednews/ap/article/ALeqM5jwwNj2rWU6BWpZHujtAN9gIdlXwwD9B754RO0)

This article points out what I was saying. PepsiCo's case volume is down 6% for the year so far. Last year, it was down 4%.

Between 2007 and 2008, Pepsi Cola's market share dropped from 10.7 to 10.3 (so it lost 0.4 pts).

Meanhwile, Coca-Cola Co lost 3.1% case volume last year. Diet Coke's market share held steady at 10.0 between 2007 and 2008.

So, as I was saying earlier. If Pepsi lost 0.4 pts of it's market share last year, when case volume was only down 4%, then it will lose at least 0.4 pts this year, if its case volume is down 6%.

Assuming that Coke/Diet Coke's numbers follow a similar trend, Diet Coke will have 10.0% market share this year (in the US), and Pepsi will be about 9.9% (or possibly less).

Thus, there's a real chance Diet Coke will be the #2 CSD in the US this year, and Pepsi will fall to #3.

It's going to be very close.

Furthermore, if the Democrats start to tax soda to pay for health care, it will likely hurt the sales/market share of the sugary versions of sodas even more (since diet drinks will not be taxed... for now anyway).

Here's where I'm getting my numbers from:
http://www.beverage-digest.com/pdf/top-10_2009.pdf

popologist
10-09-2009, 07:11 AM
Yeah, the 2L look a lot like the 16oz bottles now, with the BIG Coca-Cola logo.

yeah. the new Coke packaging looks great. it's very bold and eye-catching, without being cluttered.

i wonder if they're going to apply it to their other brands.

mjb1124
10-09-2009, 12:05 PM
Some may gripe and dislike it but it has a more modern look and far more stylistic cues to it.

More stylistic cues? Really? The old design had a logo and text that were much bigger and bolder, and the background was much brighter and had more going on. There wasn't an overabundance of blank blue space like on the new logo. And I don't know if I'd call the new look more "modern" either - more like a poor attempt at a retro 70's look.

That said, I don't think Pepsi is going to suffer as much as Gatorade or Tropicana, as I think the design, for all its flaws, is still sufficiently recognizable as Pepsi.

popologist
10-09-2009, 01:52 PM
More stylistic cues? Really? The old design had a logo and text that were much bigger and bolder, and the background was much brighter and had more going on. There wasn't an overabundance of blank blue space like on the new logo. And I don't know if I'd call the new look more "modern" either - more like a poor attempt at a retro 70's look.

That said, I don't think Pepsi is going to suffer as much as Gatorade or Tropicana, as I think the design, for all its flaws, is still sufficiently recognizable as Pepsi.

we won't know until the numbers come in at the end of the year. but, the article that someone posted isn't a good sign. last year, pepsico's case volume was down 4% (which is a lot)... and this year it's down 6% so far. i doubt that all of that is due to the packaging, since we're in a deep recession; however, when you're in a recession, don't you want your product to stand out even more than usual? in my opinion, the new pepsi design obviously does not... while coke's does.

the saint
10-09-2009, 10:08 PM
This article points out what I was saying. PepsiCo's case volume is down 6% for the year so far. Last year, it was down 4%.

Between 2007 and 2008, Pepsi Cola's market share dropped from 10.7 to 10.3 (so it lost 0.4 pts).

Meanhwile, Coca-Cola Co lost 3.1% case volume last year. Diet Coke's market share held steady at 10.0 between 2007 and 2008.

So, as I was saying earlier. If Pepsi lost 0.4 pts of it's market share last year, when case volume was only down 4%, then it will lose at least 0.4 pts this year, if its case volume is down 6%.

Assuming that Coke/Diet Coke's numbers follow a similar trend, Diet Coke will have 10.0% market share this year (in the US), and Pepsi will be about 9.9% (or possibly less).

Thus, there's a real chance Diet Coke will be the #2 CSD in the US this year, and Pepsi will fall to #3.

It's going to be very close.

Furthermore, if the Democrats start to tax soda to pay for health care, it will likely hurt the sales/market share of the sugary versions of sodas even more (since diet drinks will not be taxed... for now anyway).

Here's where I'm getting my numbers from:
http://www.beverage-digest.com/pdf/top-10_2009.pdf

pepsico americas beverages oversees the indie houses, gatorade and tropicana sales. It doesn't have anything to do with PBG or PAS. pepsico americas account for about 20% of the brand pepsi business with PBG and PAS making up the other 80%. Using this story to define what a company that you have obvious disdain for sells or doesn't sell is like saying that joe blows coke franchise distributor sales were down 40% and went bankrupt this year so KO, COKE and CCE all are down 40% and will have to shut their doors.

Ppesi as a brand was down 6.5 % and lost .4 share point. the company as a whole was down 4 % and lost .3 share points. coke as a brand was down 2.5 and gained
.1 share, as a company coke was down 3.1% and lost .1 share. Pepsi still outsold diet coke by more than 30 million cases, that may not seem like alot but considering that diet coke share remained "flat" and they still lost 3% in volume (or 30 million cases) they would have to sell everything that they lost plus more to pass by pepsi this year, unless of course pepsi lost another 70 million cases this year. who the hell knows everything is down in volume this year.

popologist
10-09-2009, 10:21 PM
pepsico americas beverages oversees the indie houses, gatorade and tropicana sales. It doesn't have anything to do with PBG or PAS. pepsico americas account for about 20% of the brand pepsi business with PBG and PAS making up the other 80%. Using this story to define what a company that you have obvious disdain for sells or doesn't sell is like saying that joe blows coke franchise distributor sales were down 40% and went bankrupt this year so KO, COKE and CCE all are down 40% and will have to shut their doors.

don't shoot the messenger. i'm basing my prediction on the data from beverage digest. i'm talking about "trends" over the last decade.

the saint
10-09-2009, 10:46 PM
we won't know until the numbers come in at the end of the year. but, the article that someone posted isn't a good sign. last year, pepsico's case volume was down 4% (which is a lot)... and this year it's down 6% so far. i doubt that all of that is due to the packaging, since we're in a deep recession; however, when you're in a recession, don't you want your product to stand out even more than usual? in my opinion, the new pepsi design obviously does not... while coke's does.

yeah pepsicos 4 % volume drop was alot but did you happen to read that coke was down 3.1 %. pepsi was 122 million cases and coke was down 133 million. hhmmmm....

the saint
10-09-2009, 11:03 PM
don't shoot the messenger. i'm basing my prediction on the data from beverage digest. i'm talking about "trends" over the last decade.

so in another decade diet coke could be number one, in another decade (or 3 1/2 years) we could all be living in a socialist, totalitarian, or communist country and soda could be outlawed, or as the mayans thought we can all be dead because time will end in 2012. the only reason that diet coke continues to gain share points is because there is diet coke, dc with lime, lemon, splenda, cherry and whatever else but pepsi on the other hand there is let's see pepsi and uhh pepsi and then there is regular old pepsi, not to mention that there are about 300 million fountains that have diet coke on every single one of them in the US and at last count I think there are about 99 or it could be an even cool 100 fountains in the US with Pepsi on them.

popologist
10-10-2009, 06:28 AM
so you admit that more americans are drinking diet coke than pepsi... ;)

the saint
10-10-2009, 08:20 AM
so you admit that more americans are drinking diet coke than pepsi... ;)

no I don't think that I metioned that, maybe you read that in one of the coke lovers handouts you received somewhere. You are obviously reading something in that report/story that I am missing each of the 6 times I looked at it.
let's just say we will agree to disagree and leave it at that. You argue like a woman or a democrat. There is no other view but the one you have in your head.

popologist
10-10-2009, 01:01 PM
You argue like a woman or a democrat.
Now you've gone too far!!! lol ;)

the saint
10-10-2009, 09:04 PM
Hey now I wasn't calling you either one. I knows them is fightin' words. i was just saying your obvious disdain for pepsi has you biased at any info whether factual or not to lean towards coke. Kind of like a woman will bring up something from 15 years ago every time you get in an argument or how a democrat will scream "it is all bushs fault" for the next 20 years.

no harm meant... :D

popologist
10-10-2009, 10:59 PM
can't we all just have a coke... uh... or pepsi... and get along? :)

CitrusCola
10-11-2009, 04:10 PM
Maybe you should compromise and have an RC.

lordmadone
10-17-2009, 03:48 PM
lol thank you the saint for that more detailed rebuttal.

As for stylistic cues..umm are you serious? It has more of a modern appeal than that old worn out logo was having no matter how many times they tried changing the label without changing the logo entirely. I honestly think there is so much more potential to the logo it just has not been tapped into due to the whole economic situation.

popologist
10-17-2009, 11:26 PM
if diet coke passes pepsi this year, you guys owe me a coke. ;)

XLS_04
10-18-2009, 03:37 AM
lol thank you the saint for that more detailed rebuttal.

As for stylistic cues..umm are you serious? It has more of a modern appeal than that old worn out logo was having no matter how many times they tried changing the label without changing the logo entirely. I honestly think there is so much more potential to the logo it just has not been tapped into due to the whole economic situation.

How is that logo modern? It's a recycled logo from the diet pepsi 70s logo. Pepsi never recycled old fonts, why start now... anyways it's clear that Coke, Pepsi and even RC all have late 70s/early 80s style logos now, They are more current as in years?..yes, modern?...no, neither of them are.

popologist
10-18-2009, 12:35 PM
coke has no reason to change its logo. it's the most famous logo in the world.

pepsi's was among the most famous too. are they even using the new logo overseas, or is it just the US/North America?

XLS_04
10-19-2009, 03:59 AM
coke has no reason to change its logo. it's the most famous logo in the world.

pepsi's was among the most famous too. are they even using the new logo overseas, or is it just the US/North America?

Sadly they are slowly bringing it to other countries.