Pepsi Updates Package Graphics

[XLS_03]

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 Digest’s 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 Pepsi’s youthful personality."

The new look capitalizes on the power of the Pepsi Globe – one of the world’s 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 America’s #1 ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.

http://www.pepsico.com/news/pepsicol...0021209p.shtml

[BottleBoss]

Oh yes, I feel so much younger when I drink Pepsi because of how "Youthfull" it is. It will tste soo much better becuase of the new graphics on the cans. MMMMMmmmmmm.

[SamC]

The Real Thing leads, and the imitator follows.

[Shatter]

ANYTHING would make the Wild Cherry Pepsi package look better. It's recent design change makes it look like a store brand.

[SURGE]

You can put a nice picture on it but its still the same crap inside.

[XLS_03]

has anyone seen these new graphics yet?

[fusion]

Yup. They're all over the place here.. But just on Pepsi 2 liters and 24oz.

[RunWithDaLilGuy]

i seen 'em.

and yeah, the wild cherry (and mug) redo's look godawful.

[fusion]

The new Mug would look pretty cool, except for the bulldog they put in front of the logo. That ruins the whole thing.

And Wild Cherry Pepsi took about ten steps backward. Their new graphics look horrible!

[Shatter]

They should have some kind of web poll for new designs. Let someone other than a bunch of executive board members with no concept of good taste select label styles.