Pepsi is unveiling a complete rebrand in March, with new pack designs for all formats that are designed to attract younger shoppers, while retaining existing customers.
The rebrand will create a consistent identity across the Pepsi Max, diet, regular and flavoured cola ranges, with new packaging visuals, in-store materials and displays.
The new packs will be supported by an integrated campaign, including TV, radio, out-of-home and experiential marketing. In line with Pepsi’s Thirsty for More campaign, it will highlight Pepsi’s commitment to “celebrating those who challenge conventions and want to have fun, while forging deeper connections through shared passions”.
Furthermore, flexible and animated visual assets will let retailers create custom point of sale displays and personalised digital campaigns, with the new branding easily adaptable both in-store and online.
Ben Parker, Britvic Retail Commercial Director in Great Britain, said the new visual identity borrows from the brand’s past and uses modern elements for a look that is “unapologetically current and undeniably Pepsi”.
He added: “This rebrand will help retailers maximise sales by sparking a renewed interest in the brand. Pepsi and Pepsi Max are well known and loved by many, but as a brand with such a rich history, it’s vital that we work to evolve its look and feel, driving relevance for the next generation.”
