The bottles will feature a swirled grip on the bottom portion of the bottle, a shorter label edged in a "cola-colored" border, as well as, a larger version of the brand logo. A spokesperson for Pepsi explains some added features of the design and how they fit with the equity: "It's not uniform, it's a little asymmetrical, there's a little edginess and playfulness, which is consistent with Pepsi's equities and youthful spirit."
Take a look...
I'm a fan of the new bottle for three reasons:
- The new bottle is more unique. It's takes on a distinctly more masculine shape (e.g., broad shoulders, narrower waist) than the old bottle, which is also a sharper contrast to Coca-Cola's more classical feminine "contour-design" or "hobble skirt" bottle shape
- The new bottle design, higher label placement, larger logo, location of brand name do a much better job drawing your eye to the logo and brand name, quickening/improving brand recognition and brand building
- There's no doubt this new bottle design offers significant cost savings for Pepsi and lowers the environmental footprint. Part of this comes from the smaller label size and smaller cap size, but I also suspect the new bottle design requires less plastic as well - I just hope the structural integrity of the bottle is stronger than most environmentally-friendly plastic water bottles.
Do I think the new bottle will ever challenge to be on par with the classic, iconic Coke bottle? No, definitely not. But it does appear to be a solid effort to modernize the Pepsi bottle, while reducing costs and the environmental footprint.
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