Pepsi says the new designs have been created by an in-house team, led by Mauro Porcini, PepsiCo’s chief design officer.
From next month, the US will see new structural packaging brought in for the 16-ounce and 20-ounce single-serve bottles across the Pepsi range, including Pepsi, Diet Pepsi, Pepsi MAX and Pepsi NEXT.
The current Pepsi logo, introduced in 2008, will not change.
Pepsi says, ‘The new bottle is the first iteration of the redesign of the full portfolio currently underway’. It adds that additional elements will be rolled out throughout the year.
According to Pepsi, the new designs will express the brand’s ‘excitement of now positioning’, showing a new ‘bold swirl’ grip on the lower half of the bottle that aims to reflects Pepsi’s ‘youthful spirit.’
Angelique Krembs, vice president of Pepsi marketing, says, ‘This new bottle is the next milestone in Pepsi’s Live For Now marketing campaign. 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.’
Other touch points including point-of-sale, delivery trucks and other sized bottles will show new designs throughout 2013.
A Pepsi spokesman says there are currently no plans to introduce the new bottles to the UK.