PEPSI is unveiling a complete rebrand in March, with exciting new pack designs for all formats rolling out across grocery, wholesale, licence and convenience. The rebrand will create a consistent identity across the Pepsi Max, diet, regular and flavoured cola ranges, with new packaging visuals, in-store materials and displays.
The roll-out will be supported by a fully integrated campaign, including TV, digital, out-of-home, in store branding and experiential marketing. In line with Pepsi’s Thirsty for More campaign, it will highlight Pepsi's commitment to celebrating those who challenge conventions and want to have fun, while forging deeper connections through shared passions. The campaign underscores how the great, bold taste of Pepsi fuels these moments of enjoyment.
As Ireland’s fastest growing cola brand (Source: Nielsen Total Scantrack, Sales Value, MAT data to December 31, 2023), this rebrand forms part of Pepsi’s vision to ensure long-term growth in the cola category. Pepsi Max, a €28.5 million brand (Source: Nielsen Total Scantrack, Sales Value, MAT data to December 31, 2023), continues to recruit more buyers into the cola category than any other brand (Source: Kantar Latest 52 weeks, data to December
24, 2023). In a blind taste challenge, 66% of Irish people preferred the taste of Pepsi Max (In a blind taste challenge on the island of Ireland from September 13, 2022, to December 4, 2022, 10,014 out of 15,200 people surveyed (66%) preferred the taste of Pepsi Max to IOI’s biggest selling full sugar cola. For verification, see
www.pepsimax.ie).
The new design focuses on great taste and refreshment, aligning with research showing that taste is a key driver for
carbonated soft drinks (Source: Empathy Brand & Usage Tracker, July to September 2023). Modernising the flagship Pepsi brand By modernising its flagship Pepsi brand with bolder, more vibrant packaging, this refresh helps retailers capitalise on sales amid evolving consumer tastes; in particular, the no sugar category has grown by over 13% in 2023 (Source: Nielsen Total Scantrack, Sales Value, MAT data to December 31, 2023).
The vibrant new look will grab attention at shelf, playing a key role in enticing new consumers into the category. This rebrand will help retailers maximise sales by sparking a renewed interest in the brand. Pepsi and Pepsi Max are well-known and loved by many, but as a brand with such a rich history, it’s vital to evolve its look and feel, driving relevance for the next generation.
