New Look Incorporates More Pronounced Globe Icon, Bolder Type and Ice-Shard Background
NEW YORK, NY (December 9, 2002) Pepsi-Cola North America President Dawn Hudson today unveiled updated, bolder-looking package graphics for Pepsi-Cola and Caffeine Free Pepsi-Cola at Beverage Digests Future Smarts conference in New York City. Consumers will see the new packaging on shelves beginning in March 2003.
"Pepsi is about a youthful attitude, boldness and excitement and this look brings those qualities to life," said Hudson. "Package graphics are the face of our brand and this more modern design embodies Pepsis youthful personality."
The new look capitalizes on the power of the Pepsi Globe one of the worlds most recognizable icons by making it larger and more pronounced. The word "Pepsi" is printed in a bolder, more stylized font with a touch of silver for a more contemporary look and feel. Ice shards highlight the blue background to give it a more dynamic, three-dimensional appearance. On cans, the word "Pepsi" is written across the top instead of along the side. The product formula will not change.
The updated graphics will appear in the U.S. and Canada on everything with a Pepsi logo plastic bottles, cans, 12- and 24-packs, fountain cups, vending machines, Visi-Coolers, advertising signs and more. Diet Pepsi, Pepsi Twist, Wild Cherry Pepsi and Pepsi Blue will make slight adjustments in the future to mimic the new look.
After a nine-month process during which several hundred designs were explored, Pepsi's design group and Landor Associates, New York arrived at the look which best fit the exciting, confident and youthful equities of the Pepsi-Cola brand.
Pepsi-Cola North America (www.pepsi.com), headquartered in Purchase, N.Y., is the $4 billion beverage division of PepsiCo, Inc. (www.pepsico.com) in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi Twist, Pepsi ONE, Pepsi Blue, Wild Cherry Pepsi, Mountain Dew, Mountain Dew Code Red, Mug, Sierra Mist, Slice, Aquafina, SoBe, Dole single-serve juices and FruitWorks. The company also makes and markets North Americas #1 ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.