Pepsi redesigns bottle for the first time in 16 years

03/21/2013 | Advertising Age (tiered subscription model)

Pepsi is changing the look and shape of its bottle for the first time since 1997, adding a swirled grip and a thick silver line around the brand's globe logo on its 12-ounce glass bottles. The rollout, which covers Pepsi in glass bottles and Pepsi, Pepsi Max, Diet Pepsi and Pepsi Next in plastic, will start in April. "The longer-term view is this new design system would eventually hit all touch points beyond packaging," said Angelique Krembs, vice president of marketing for the Pepsi trademark.

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