Pepsi Rebrands

Posted by: Scott Hauman

Under the direction of the Arnell Group, Pepsi announced this week that it will be revamping the design and identities of their key brands, in light of the decrease in sales with drops between 2% and 5% in different beverage categories.

From AdAge.com:
PepsiCo today said it will pour some $1.2 billion over three years into a push that will include sweeping changes to its brands, including what Chairman-CEO Indra Nooyi characterized as a revamp of “every aspect of the brand proposition for our key [carbonated soft drink] brands. How they look, how they’re packaged, how they will be merchandised on the shelves, and how they connect with consumers.”

From BevNET.com:

The brand’s blue and red globe trademark will become a series of “smiles,” with the central white band arcing at different angles depending on the product. Pepsi, Diet Pepsi and Pepsi Max will use all lower-case fonts for name brands. Gatorade will also receive a redesign, focusing the brand on the letter G.

This will possibly be the largest rebranding initiative ever. Will it pay off? It’s going to fun to watch.

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