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PepsiCo has rebranded its Pepsi soft drink range, including its flavored cola products. The snack and beverage manufacturing giant said it will roll out new packaging designs, displays, and others in the United Kingdom.
PepsiCo said this will be a complete rebranding of its Pepsi drinks and will be officially unveiled in March. Customers will find the products with new looks at grocery stores, convenience store outlets, and wholesale retail locations across the U.K.
Purpose of the Rebranding
As per Talking Retail, the rebranding move will establish a consistent identity covering its Pepsi MAX, Pepsi Diet, Regular Pepsi, and flavored colas. These will be presented in new packaging and complete with corresponding in-store materials and displays for promotions.
It was reported that the company's primary goal for rebranding the products is to attract the younger generation of shoppers and customers while retaining its existing customers. Moreover, PepsiCo said its latest rebranding in the U.K. highlights excellent taste and refreshment because, based on research, 70% of consumers buy cola to "enjoy the taste."
The New Look and Release Date
The Pepsi rebrand is set to go live in the U.K. this spring. According to Beverage Daily, customers will find the drinks in packaging featuring a new design highlighted by modern bold typeface text, the brand's signature pulse, and an improved color palette.
Pepsi's rebranded look was first launched in the U.S. last year to mark the company's 125th anniversary. The beverage company has started the global rollout of the rebrand this year. This is the first time PepsiCo has changed its logo in the last 14 years.
"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," Britvic's retail commercial director in Great Britain, Ben Parker, said in a statement. "The vibrant new look will grab the attention on the shelf, playing a key role in drawing younger consumers into the category."
Britvic serves as PepsiCo's partner in Great Britain. It is responsible for producing, distributing, marketing, and selling the company's Pepsi, Mountain Dew, and 7UP soft-drink brands.
