PepsiCo will spend around $1.2 billion over the next three years to overhaul some of its soft drink brands
27 Oct 2008
Omnicom's Arnell Group is redesigning PepsiCo's logo and packaging, with the white band currently in the middle of the logo now said to form a "smile" on Pepsi's main variant, a "grin" for Diet Pepsi and a "laugh" for Pepsi Max.
The new logo is Pepsi's 11th in its 110-year history. Five logos have been introduced in the past 21 years, with the last update in 2002.
Other brands set to undergo a facelift are Gatorade, which will receive a "new contemporary identity", G2, Tropicana (See: Pepsi may rebrand Tropicana in the UK), Tiger and Mountain Dew, which will be rebranded as Mtn Dew.
Pepsi took about five months to revamp its famous logo. PepesiCo CEO Indra Nooyi and Massimo d'Amore wanted a "quantum leap" forward in transforming the soft-drink category and defining Pepsi as a cultural leader.
"We felt like, as we move out of this traditional mass marketing and mass distribution era into today's culture, there's an opportunity to bring humanity back, both in terms of the design but also in the way we engage consumers," said Frank Cooper, Pepsi's VP, portfolio brands.
"By making the logo more dynamic and more alive ... it is absolutely a huge step in the right direction."
The new logo is expected to be introduced in 2009.
Cooper said, "When we turn the lights on, hate it or love it, you will absolutely know that Pepsi is out in the marketplace."