Pepsi will introduce a new bottle shape for the first time in 16 years, along with new graphics, next month, according to chicagobusiness.com.
The brand's 16 oz. and 20 oz. plastic bottles will feature a swirled grip on the bottom portion of the bottle, with a shorter label edged in a "cola-colored" border and showing an enlarged version of its existing globe logo. A 12 oz. glass bottle, which will be available in select retailers, features the same twisted shape as well as the globe logo ringed in a thick silver line.
The new bottle shape, last updated in 1997, applies to Pepsi, Diet Pepsi, Pepsi Max and Pepsi Next. Only full-calorie Pepsi is available in the glass bottles.
"We started with single serve, because it is the package you're seen drinking and holding," explained Angelique Krembs, VP-marketing for the Pepsi trademark. "The longer-term view is this new design system would eventually hit all touch points beyond packaging, to be honest, but certainly all other package types, as it applies."
The bottles begin rolling out in April, though Ms. Krembs said it will be some time before the entire system is turned over. She expects half the country will be converted to the new package and feature the new design system, including point-of-sale and other marketing, by year's end.
