Pepsi may rebrand Tropicana in the UK
18 Oct 2008
As part of a UK project independent of parent company Pepsi, the fruit drink Tropicana could be in for a rebrand, Pepsi UK said earlier this week.
The other Pepsi brand earmarked for a corporate overhaul includes Gatorade. The San Francisco-based brand consulting firm Landor Associates has worked on the branding for Tropicana and Gatorade.
Gatorade was redesigned in late 2007 and early 2008 by the London-based Ziggurat Brands for its full-scale launch into the UK.
According to Pepsi global CEO Indra Nooyi, the soft drinks giant would invest more than $1.2 billion (£700 million) 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."
It is believed that 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.
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