Next March, PepsiCo will launch its new global brand image in the UK market with a more modern and vibrant label design. This new marketing strategy had already been applied last year in the United States. The reason is none other than to attract a younger audience and at the same time increase the segment of potential buyers.
Among the proposals launched by the famous company are the launching of new product designs in different formats, including grocery, wholesale and convenience stores. These changes will also extend to varieties such as Pepsi Max, diet drinks and flavored sodas, to create a consistent identity across all product lines. New images will be implemented on packaging, in-store materials and displays to promote these changes.
According to Pepsi’s UK bottler, Britvic, the decision is part of PepsiCo’s long-term strategy to secure growth in the cola category. Pepsi’s new, bolder and more vibrant image aims to help retailers increase sales in a market where consumer tastes are constantly changing.
“The rebrand reflects Pepsi’s defiant mindset and drive to push culture forward while remaining iconic and timeless, with a new logo and visual identity that borrows the value of its past and incorporates modern elements to create a look that is unapologetically current and undeniably Pepsi.”said Ben Parker, Britvic’s UK retail commercial director.
“The vibrant new look will capture attention on the shelf, playing a key role in attracting younger consumers to the category. Pepsi and Pepsi MAX are well known, but as a brand with such a rich history, it is vital that we work to evolve their look, driving relevance for the next generation.”
In April last year, PepsiCo decided to launch its new brand version in the U.S. market. This change was made as part of the brand’s 125th anniversary celebrations.
The new image of the brand in the United Kingdom incorporates more vibrant colors such as electric blue and black, along with modern typography. The objective is to attract a younger audience while retaining current customers, highlighting its great taste and freshness. According to Kantar research, 70% of the time a cola drink is consumed, it is because consumers enjoy its taste. According to a Britvic representative, no modifications are currently being made to aluminum cans produced by companies such as Ardagh Metal Packaging (AMP), Can Pack and Ball.
To promote the launch, a comprehensive campaign will be conducted across different media such as television, radio, outdoor advertising and experiential marketing. In addition, adaptive and animated visual elements will be used to facilitate collaboration with retail partners.
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