Pepsi Bringing New Style to Can Design

PepsiCo has been very busy reconnecting with its customers through its new Pepsi bottle shape and now limited-edition Diet Pepsi 7.5-ounce cans designed by HGTV star Vern Yip – who I totally loved on Trading Spaces at the start of the   interior design craze years ago…

When asked about the new design in a recent AdWeek article:
“This Vern Yip-designed can is perfect to inspire our consumers and give them a bubbly time-out,” explained Amy Spiridakis, director of marketing for Diet Pepsi. “As we are in the spring timeframe, where people are really thinking about entertaining and going to gatherings, it seems like the perfect package.”

Amy continues explaining how packaging is a critical touch point for the Pepsi brand. It really is the consumer’s experience – holding the product.

Why a peacock?
It does a great job of representing confidence, vibrancy, positivity, energy and strength, which are all attributes of our Diet Pepsi consumer. We think it really fits in well with her lifestyle.

Outside of female, can you describe the rest of the demographic for this can design and the larger “Love Every Sip” effort?
It’s targeted at females who love home design. It’s not so pinpointed around a demo but more a mindset that focuses on enjoying being around others. The home is their anchor point. In May, Target will actually run an exclusive program where consumers who buy Diet Pepsi will get a set of six coasters that have the Vern Yip design printed on them.

Overall, I think the new bottle shape is great and the limited edition can design looks fabulous. These new marketing strategies for PepsiCo will prove to benefit the brand with consumers.


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About promotionalguru

A marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.

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