PepsiCo reveals brand overhaul plans

Filed by Shaun Weston

The current Pepsi logo and the proposed new design [Image source: BevNet]

**PepsiCo has announced its intention to revamp “every aspect of the brand proposition for our key [carbonated soft drink] brands”, according to CEO Indra Nooyi. **

The first step of the plan is to change the graphics and logo on cans of Pepsi, Mountain Dew and Sierra Mist drinks, said Pepsi spokeswoman Nicole Bradley. Pepsi plans to follow with a new marketing campaign as well.

“It’s clear this business is not performing where we would like it to be,” added Ms Nooyi. “[This is] in large part because the economic slowdown continues to pressure the North American liquid refreshment beverage category. It is our belief that, especially in this economic downturn, we should be investing in the category to get consumers to stay with, and some to return to, the packaged liquid refreshment beverage category and to our brands.”

• [Sources: BevNet, Advertising Age] *