DOHA - PepsiCo International has redesigned the labeling of bottles, cans and cups, with themes such as Digital Download, Emoticons, SMS and Global Festival, all of which have been inspired by teens. In addition, the look of Diet Pepsi has been given a makeover to connect with the interests and hobbies of female consumers.
"We are not changing what Pepsi is, we are changing how Pepsi connects with people," said Hossam Dabbous, Marketing Director, Beverages - GCC markets, PepsiCo International. "Globally, technology is changing the world we live in, how we work, how we play even how we think and teenagers, our main market, are at the frontier of this new age, keen to adopt the latest innovations that will help them fast forward their education, their careers and the quality of their lifestyles."
"With the rapid advancement of technology, youth in our region are more exposed to international standards and realize that in the workplace they will have to compete with the best in the world - and they really do want to be world-class in whatever they do: in the career path they choose to follow, the sports they play and the standard of living they aspire to," added Dabbous. "Today, young people are multi-dimensional. They don't want just to be informed, they want to experience the real thing and Pepsi reflects the same dynamism that gives them the thrill of feeling alive."
Now hitting supermarkets and other outlets with high impact displays, the new look of Pepsi retains the familiar blue, red and white colors that make the brand stand out from the rest, with the in-store promotions supported by a massive TV and outdoor advertising campaign.
The cool new look of the campaign scores ten out of ten for imagery that celebrates teenage energy and highlights the success of Pepsi in becoming a cultural icon of GCC youth.
© The Peninsula 2008
