Coca-Cola redesigns cans. The newly designed Coca-Cola can, right, will go on sale in Japan.
TOKYO — Coca-Cola Japan Co has redesigned its cans and bottles as part of its "The Coke Side of Life" marketing campaign. The beverage maker said Monday that the new look can will hit the Japanese market on Jan 29 before its introduction to the world market in March.
"We live in a world where we make choices every day and 'The Coke Side of Life' encourages people to make those choices positive ones," said Marc Mathieu, senior vice president for carbonated soft drink core brands, marketing, srategy and innovation.
"This new campaign invites people to create their own positive reality, to be spontaneous, listen to their hearts and live in full color."
Agentia Tribal DDB Dallas (digital marketing agency) a creat pentru gigantul Pepsi o serie de microsite-uri care sa acompanieze noua campanie de branding pentru anul 2007.Ideea din spatele campaniei este crearea unor can-uri (cutii n.a.) Pepsi noi-noute, cu design si sistem de deschidere inovatoare. Pepsi planuieste sa comercializeze prin rotatie noile design-uri, schimbandu-le in magazine odata la 3 saptamani. Temele de design abordate pentru noile cutii variaza de la fashion, car culture si muzica, pana la sports si entertainment.
Pentru fiecare design original va fi conceput cate un microsite separat unde vor fi prezentate detalii despre concept. In total Tribal DDB planuieste crearea a 10-12 microsite-uri. Primul astfel de site este ThisIsTheBeginning.com si a fost lansat in luna ianuarie '07.
PURCHASE, N.Y. - January 12, 2007 - Beginning in February, Pepsi-Cola will reach out to consumers in a different way than ever before. Pepsi will connect with consumers via a global brand restyle - a 360-degree marketing campaign that will be reflected all over the world on TV, radio, in print, packaging and online.
The first, most visible piece of this effort will be new package graphics for Pepsi-Cola that change every few weeks to reflect themes close to the hearts of teens and young adults, such as sports, music, fashion and cars. The new graphics will be on more than eight billion Pepsi-Cola cans, bottles and cups throughout the world.
The iconic Pepsi globe logo and name lettering will remain the same - as will Pepsi's great taste - but the background graphics will change every few weeks, marking the first time Pepsi has altered its look so frequently. In its 109-year existence, Pepsi-Cola's look has changed just 10 times, but this year alone, it will change more than 35 times. This steady rotation of designs reflects the fast, ever-changing interests of the elusive "millennial" generation.
Not only will the packages look different, but they'll be different. Pepsi bottles, cans and cups will give consumers access to exclusive online content, games, contests and sweepstakes through unique web addresses on each of the designs.
Pepsi's global brand restyle will be highlighted in new thematic ad campaigns. The TV, print and out-of-home advertising will utilize the iconic Pepsi globe in whole new ways to represent the fun, optimistic, and youthful spirit that consumers have long associated with Pepsi. The restyle will come to life in-store with merchandising, account-specific promotions and point-of-sale materials that will showcase an array of packaging representing the wide range of design graphics.
Examples of the upcoming packaging designs and promotions:
In the U.S., the first can, titled "Your Pepsi," will link to a website inviting consumers to help design a Pepsi billboard ad which will run in New York City's Times Square in April.
Consumers in the U.S. will also have a chance to design a special paint scheme for NASCAR driver Jeff Gordon's car that will race later this year.
In many international markets, designs will link to websites that enable consumers to create music and video that they can share with others.
Consumers will also have access to packaging designs by some of the biggest names in sports and music.
"On the surface, this might look like a packaging update, but it's much more than that. We're changing the way we interact with consumers - and now we're doing it on their terms," said Cie Nicholson, senior vice president and chief marketing officer of Pepsi-Cola North America. "When people pick up a Pepsi, they'll be getting much more than a great tasting cola. They'll be getting a passport to the things they enjoy most."
"We've learned that young people embrace change and seek discovery, connectedness, personalization and multiculturalism. We believe this restyle touches on all these trends," said Ron Coughlin, chief marketing officer, PepsiCo International. "Now our consumers will have a different experience each time they buy a Pepsi."
About Pepsi Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the refreshment beverage unit of PepsiCo, Inc., in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Jazz, Pepsi ONE, Wild Cherry Pepsi, Pepsi Lime, Mountain Dew, Diet Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire, Sierra Mist, Sierra Mist Free, Mug, Tropicana Twister Soda, Aquafina, Aquafina FlavorSplash, Aquafina Sparkling, Quaker Milk Chillers, Dole single-serve juices, Tropicana Juice Drinks, IZZE and SoBe. The company also makes and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.
U.S. Media Contact:
Nicole Bradley
Pepsi-Cola North America
(914) 253-2964
International Media Contact:
Liz Derham
Freud communications
+44 (0)20 7580 2626
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