Pepsi is unveiling a complete rebrand with new pack designs to create a consistent identity across the MAX, diet, regular and flavoured cola ranges.
Rolling out across grocery, wholesale and convenience channels in March, the rebrand looks to attract younger shoppers while retaining existing customers.
The launch will feature new packaging visuals as well as in-store materials and displays, and will be supported by a fully integrated campaign including TV, radio, out-of-home and experiential marketing.
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The rebrand aligns with Pepsi’s Thirsty for More campaign, highlighting the drink giant’s commitment to showcase how the taste of its drinks “fuels moments of enjoyment”.
Britvic retail commercial director GB Ben Parker said: “The rebrand reflects Pepsi’s challenger mindset and drive to push culture forward whilst remaining iconic and timeless, with a new logo and visual identity that borrows equity from its past and incorporates modern elements to create a look that is unapologetically current and undeniably Pepsi.”
Parker described the new look as “vibrant”, adding that this will play “a key role in drawing younger consumers into the category,” and “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.”
