Tropicana revamp likely as Pepsi overhauls brands

Tropicana could be in for a rebrand, as part of a UK project independent of parent company Pepsi’s announcement of a corporate brand overhaul earlier this week.

Landor is understood to be in the throes of developing work that may be rolled out across the UK.

The project is believed to be separate to a raft of corporate-level plans for the global soft drinks giant, which include an overhaul of the Pepsi logo.

Pepsi brands earmarked for a corporate overhaul include Gatorade and Tropicana, both of which global consultancy Landor Associates has worked on. The group unveiled a redesign of Gatorade in late 2007. Gatorade was also redesigned in early 2008 by Ziggurat Brands for its full-scale launch into the UK.

The global soft drinks giant has said it will invest more than $1.2bn (£700m) over the next three years revamping ‘every aspect of the brand proposition for our key [soft drink] brands. How they look, how they’re packaged, how they will be merchandised on the shelves and how they connect with consumers,’ according to Pepsi global chief executive Indra Nooyi.

According to reports, Omnicom Group’s Arnell Group is working on the redesign of many of the brands’ packaging graphics, as well as a redesign of the Pepsi globe logo.

The announcement comes as a response to a decline in sales within the carbonated soft drinks market.

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