Pepsi-Cola North America president Dawn Hudson has unveiled updated, bolder-looking package graphics for Pepsi-Cola and caffeine free Pepsi-Cola at the Beverage Digest's Future Smarts conference in New York City.
"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."
According to the company the new look capitalises on the power of the Pepsi Globe - currently one of the world's most recognisable icons - by making it larger and more pronounced. The word "Pepsi" is printed in a bolder, more stylised 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 US 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 the out-of-house Landor Associates arrived at the look which they believe best fits the equities of the Pepsi-Cola brand.