The brand's red and blue globe icon was created in the 50s. The company now wants it to portray a series of 'smiles' on packaging across the portfolio.
PepsiCo says that the Diet Pepsi logo has a 'slight grin', Pepsi's a 'full smile', while that for Pepsi Max expresses laughter. The font accompanying the logo will shift from a bold upper-case to a retro lower-case format, with the 'e' mimicking the white curve of the classic logo.
The planned launch of Mountain Dew and Sierra Mist will cast doubt on the future of PepsiCo's 7-Up brand in the UK market.
Citrus-flavoured Mountain Dew, which has been renamed Mtn Dew, has been available in the UK before; it was launched in 1996 but dropped in 1998 following poor sales. In the US, the brand targets the youth market through its associations with extreme sports and computer games.
PepsiCo launched lemon-and-lime soft drink Sierra Mist in the US in 2000 as a rival to Coca-Cola's Sprite, but also to its own 7-Up. A limited-edition Cranberry Splash variant of Sierra Mist, which is an official partner and sponsor of Major League Soccer, was launched over the winter.
Pepsi recently claimed its biggest ever share of the UK cola market, with 23%-24%, following heavy marketing activity for Pepsi Max. However, globally the brand announced plans to cut jobs as a result of poor profits.
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