PepsiCo executives recognize they're the number two player aiming for the top place.
According to a news release, the firm retains a "bold challenger attitude" and a "strong relationship to pop culture" while trying to be more current than Coca-Cola.
"Pepsi also continuously reconfigures itself with brave marketing and product technology, from creating its own television programs, exploring Web3 and
introducing persuasive new types over the years including the latest Nitro Pepsi, Pepsi x Peeps, Pepsi for SodaStream, and an enhanced Pepsi Zero Sugar taste in
the U.S. to give viewers the best tasting cola in the zero-sugar category," the company said.
Pepsi has rebranded and revamped its cans and packaging. PepsiCo sought to promote itself as a disruptor. The company's phrases describe a more prominent logo:
Electric blue and black add contrast, brightness, and a modern twist to the iconic Pepsi color scheme. The design incorporates black to emphasize Pepsi Zero Sugar's future goal.
A new can silhouette that celebrates Pepsi's accessibility. Modern, unique typefaces express the brand's confidence and outspoken attitude.
Movement invokes Pepsi-"ripple, Cola's pop, and fizz" with the distinctive pulse. Music is a significant element of Pepsi's heritage, and it adds rhythm and enthusiasm.
Nonetheless, most people will believe "Pepsi made the logo bigger on its bottles and cans." PepsiCo is confident in its new image, but few will detect the implications.
"At PepsiCo, we design our brands to tell a compelling and complete narrative.
Pepsi is a brilliant example of a brand that has continually reinvented itself over 125 years to stay a part of pop culture and people's lives," stated Chief Design Officer.
The new brand identity "connects future generations with our company's past, integrating distinctiveness from our history with current characteristics to convey our ambitious vision for the future."
The redesigned packaging will debut in North America this autumn and worldwide in 2024.