Pepsi is reworking their image and giving the look of their brand a total overhaul. The plan features a "360-degree marketing campaign", but the first thing that most consumers will notice is that their cans will look very different than before. Starting next month, the company will begin using more dramatic designs on their cans, bottles and branded cups and will be rotating the designs every few weeks to "reflect themes close to the hearts of teens and young adults." The theory is that younger consumers will be more interested in something more visually stimulating than their current design and that if there is a sports or music-themed can, a music fan might be more likely to purchase it. The logo itself will not change, but since Pepsi has only changed their can design 10 times in the 109 year history of the company, this new plan is quite a departure from tradition.
Also in pursuit of the drinking loyalties of the "millennial generation," the company will be running more contests, games and sweepstakes and will be sinking more money into merchandising (did you know that you can buy a Pepsi dress?) and advertising. Different contests and prize-winning opportunities will be associated with the different Pepsi products, giving consumers "different experience each time they buy a Pepsi" and "a passport to the things they enjoy most." Oh, and they'll be getting Pepsi, too.
A fraking amazing Battlestar Galactica cake
Iced Tea 101
Pierogies + cheese + onions + kraut = Parmageddon!
Reader Comments (Page 1 of 1)
1-16-2007 @ 7:09PM
janelle said...
Hmmmmm. Or they could use all that money to re-make (or absorb costs associated with) pepsi without the high fructose corn syrup!?!??! Like they already do in Canada, Europe and the world over!
But yes, the cans are much cooler...
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1-16-2007 @ 10:18PM
MJ said...
Wow are they changing anything else? Likes the old pepsi better
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1-17-2007 @ 6:21AM
bdw said...
I spent the holidays in Mexico, where they use real sugar in the soda. I was astonished at how much cleaner the stuff tasted. I pretty much never drink it anyway, and now I am really put off. I notice that some of the bodegas around here have pop that is hecho in Mexico; now I see why.
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1-17-2007 @ 9:43PM
GhaleonQ said...
Ugh.
Also, why not use the term "comprehensive" instead of "360-degree?" Gawd, I hate marketing directors.
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1-26-2007 @ 1:41PM
Kristen said...
I like the old can design, they're stupid to change it!
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