Pepsi shake-up includes more design changes, flexible use of logo

03/25/2013 | Advertising Age (tiered subscription model)

The first Pepsi bottle redesign in 16 years will be followed by a redesign of most of the associated touch points, including coolers, trucks, packaging and in-store marketing materials, writes Natalie Zmuda. The brand will employ a strategy of "strategic variance" when it comes to using the red, white and blue logo introduced in 2008 -- it will be unmistakable despite being referenced in several distinct variations, according to Brad Jakeman, president of the global beverages group.

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