The Cola Wars Continue
I hope you’re sitting down. Without a cold beverage in hand.
For the first time in fourteen years, Pepsi has shared its first significant rebrand.
Drawing on its 1990s branding to mark the brand’s 125th anniversary, the new design will first roll out in North America this autumn and the rest of the world in 2024.
According to corporate branding executives, the rebrand aims to draw on Pepsi‘s history while focusing on its future and its “commitment to Pepsi Zero Sugar”.
“The logo and visual identity thoughtfully borrows equity from its 125-year history and incorporates modern elements to create a look that is unapologetically current and undeniably Pepsi,” Pepsi mouthpieces claimed.
“We designed the new brand identity to connect future generations with our brand’s heritage, marrying distinction from our history with contemporary elements to signal our bold vision for what’s to come,” added PepsiCo chief design officer Mauro Porcini.
Pepsi also slashed the sugar content in its classic fizzy drink by more than half in a major shake-up.
The soft drinks giant has confirmed that its regular 330 milliliter can has been reformulated to contain 15 grams of sugar instead of 36 — a 57 per cent reduction.
The “reformulated” Pepsi is sweetened with a blend of acesulfame potassium and sucralose, PepsiCo said.
A spokesperson for PepsiCo said: “These efforts form part of pep+, our transformation plan to drive positive action for people and the planet.
Why It Matters.
As annoying as it may sometimes be to consumers, branding in the cola wars really does matter.
Soda pop branding matters for a few reasons. First and foremost, branding helps to differentiate one soda from another. With so many different brands and flavors of soda available on the market, branding can be the factor that makes one stand out and appeal to consumers over another.
Additionally, branding can help to create an emotional connection between a consumer and a particular soda brand. A well-executed brand can evoke feelings of nostalgia, happiness, or excitement, which can drive consumer loyalty and repeat purchases.
Branding can also help to communicate the values and personality of a soda brand. For example, a brand that positions itself as fun and playful will likely use bright colors and energetic messaging in its branding, while a brand that positions itself as health-conscious may use more subdued colors and emphasize natural ingredients.
Overall, soda pop branding matters because it helps to differentiate brands, create emotional connections with consumers, and communicate a brand's values and personality.