14 DAY TRIAL // Pepsi has unveiled a new 20-ounce bottle in the hope that it will help it win ground with Coke. The new shape is meant to make the drink easier to hold and, to a certain extent, fancier as well. New graphics will accompany the move.
As you can see in the photo attached to this article as well, the bottle is slimmer in the lower part, which means whoever is holding it can have a firmer grasp on it.
At the same time, the label is smaller, which means more of the drink inside is visible.
It will be another two years before the new bottle replaces the old one completely, starting this April, AdAge reports.
“We started with single serve, because it is the package you're seen drinking and holding,” Angelique Krembs, VP-marketing for the Pepsi trademark, explains.
“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,” Krembs adds.
The new bottle will make its debut in New York and Chicago at first, followed by areas in California and Florida but, as noted above, it will be another while until it can replace the old model altogether.
Krembs estimates that, by the year’s end, half of the US will stock the new Pepsi bottle.
“We didn't want to create a shape that came out of nowhere. It's not uniform, it's a little asymmetrical, there's a little edginess and playfulness, which is consistent with Pepsi's equities and youthful spirit,” Krembs says.
The swirl on the lower part of the bottle can be traced back to some of the oldest models. Chief Design Officer Mauro Porcini looked into the archives to come up with it.
The new model has already been tested “vigorously” with customers and, according to Krembs, reactions have been very positive.