Refresh Everything: PepsiCo’s new ‘policy’
“Change”, “Hope” and “Yes we can” are now the key theme to more than the Obama campaign. PepsiCo, the maker of iconic soft drink brands Pepsi Cola and Gatorade, ran through major alterations in its top brands this week, showcasing – and explaining – new packages and logos for four of its key product lines.
The changes are part of a stem-to-stern effort to realign the company’s brands as a part of what executives claimed was a zeitgeist of youthful revolution and optimism via the tagline “Every generation refreshes the world.”
“I’ve seen the best and the worst of the consumer packaged goods industry,” said Massimo D’Amore, the CEO of PepsiCo Americas Beverages. “I’m optimistic because we know how to win in this environment and we have the ammunition. We have been in the trenches before and we know how to fight.”
Popsop.com
2 February 2009
Tags: Pepsi, PepsiCo, soft drinks
