Pepsi unveils next month this new single-serve bottle for its trademark portfolio marking the first packaging update in 16 years. It advances Pepsi’s “Excitement of Now” positioning. Here’s how the brand described the new design: “the bold swirl and elevated profile reflect the brand’s attributes and youthful spirit, capturing the excitement of now for Pepsi consumers. The etched, grip-able bottom allows consumers to have a more stimulating, tactile interaction with the bottle itself.”
I’m always intrigued by the descriptions offered to the media of inanimate objects like packaging. Of course, we don’t really know who wrote this. What is PR? PepsiCo’s Chief Design Officer Mauro Porcini? Or some other creative along the path to a final design approval? Either way based on the description this new bottle has a hefty load to bear to impress consumers in the way the brand expresses it in words. Has anyone gotten their hands wrapped around the new bottle yet? Let’s hear what you have to say about it.