Pepsi is unveiling a complete rebrand in March, with exciting new pack designs for all formats rolling out across grocery, wholesale and convenience. The rebrand will create a consistent identity across the Pepsi MAX®, diet, regular and flavoured cola ranges, with new packaging visuals, in-store materials and displays.
With the goal of attracting younger shoppers, while retaining existing customers, the rebrand focuses on great taste and refreshment – reasons that align with research showing 70% of cola consumption occasions are driven by consumers who say they ‘enjoy the taste’[1].
The roll-out will be supported by a fully integrated campaign, including TV, radio, out-of-home and experiential marketing. In line with Pepsi’s Thirsty for More campaign, it will highlight Pepsi’s commitment to celebrating those who challenge conventions and want to have fun, while forging deeper connections through shared passions. The campaign underscores how the great, bold taste of Pepsi fuels these moments of enjoyment.
Ben Parker, Britvic Retail Commercial Director in Great Britain, said: “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. The vibrant new look will grab the attention on the shelf, playing a key role in drawing younger consumers into the category. As the number one soft drink category[2], worth £6 billion cola presents a major sales opportunity[3], and this rebrand will help retailers maximise sales by sparking a renewed interest in the brand. Pepsi and Pepsi MAX® are well-known and loved by many, but as a brand with such a rich history, it’s vital that we work to evolve its look and feel, driving relevance for the next generation.”
The rebrand forms part of Pepsi’s vision to ensure long-term growth in the cola category. By modernising its flagship Pepsi brand with bolder, more vibrant packaging, this refresh helps retailers capitalise on sales amid evolving consumer tastes.
Furthermore, flexible and animated visual assets will allow for more seamless collaboration with retail partners. From custom point of sales displays to personalised digital campaigns, the rebrand unlocks more versatility to engage shoppers. Retailers can also easily adapt the new branding across in-store and e-commerce touchpoints to create a consistent, recognisable identity.
[1] Kantar Usage, All Consumers, Total At Home + Carried Out, 26.11.2023, 52 weeks
[2] NielsenIQ RMS, Total Coverage including Discounters, Total Cola, Value Sales, MAT to WE 30.12.23 + CGA by NielsenIQ, Total Out of Home, Total Cola, Value Sales, MAT to W.E 30.09.2023
[3] NielsenIQ RMS, Total Coverage including Discounters, Total Cola, Value Sales, MAT to WE 30.12.23 + CGA by NielsenIQ, Total Out of Home, Total Cola, Value Sales, MAT to W.E 30.09.2023
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