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Pepsi launches first new bottle design in 16 years

The new bottle's bold swirl and elevated profile are said to reflect the brand's attributes and youthful spirit.
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FILED IN:  Package design  > Structural
     

Pepsi has unveiled a new, single-serve bottle for its Pepsi trademark portfolio, including Pepsi, Diet Pepsi, Pepsi MAX, and Pepsi NEXT, marking its first design update since 1996. A visual expression of the brand's “Excitement of Now” positioning, the bottle is rolling out in markets nationwide starting in April, in 16- and 20-oz packages, with full conversion taking a few years.

"This new bottle is the next milestone in Pepsi's Live For Now marketing campaign," says Angelique Krembs, vice president TM Pepsi Marketing. "Our single-serve bottle is the most visible and tangible connection point we have with our consumers, and we love how the new bottle expresses our brand DNA."

The new bottle's bold swirl and elevated profile reflect the brand's attributes and youthful spirit, capturing the excitement of now for Pepsi consumers, the company says. The etched, grippable bottom allows consumers to have a more stimulating, tactile interaction with the bottle itself, Pepsi adds.

A new, 12-oz glass bottle will also be offered as a premium package in select stores. The new bottle is the first iteration of the redesign of the full portfolio currently underway under the stewardship of PepsiCo's chief design officer Mauro Porcini, with additional elements to be rolled out throughout the year.

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