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Pepsi Introduces New Brand Identity to Add a Spark to Sales.

The soft drink industry is a relatively mature industry (although you could argue that it’s a young industry in China, India and other developing nations). But in the United States, carbonated sugar water will have to work harder and harder to generate the kind of returns they did in the 19th and 20th century.

When an industry is mature, you, as a marketer, have to find increasingly innovative ways to add a spark to sales. That’s why Coca-Cola introduced the uniquely-shaped plastic bottles several years back (which, apparently, was just what the brand needed to see a bump in sales).

Last week, PepsiCo introduced a new brand identity for it’s flagship brand Pepsi. The company tends to noodle with its logo much more frequently than Coke because of its strategy to focus on youth and innovation.

In any case, Pepsi has jazzed up their logo and, in our opinion, have done a pretty good job with it. Sure, you could argue that there have been better attempts in the past, but we think this one is pretty good.

What do you think? Should they have changed their logo again? How’d they do this time?

Let us know your thoughts.

  • I like the new look. My son drinks way too many Mountain Dews (our fault I know), but it was here where we first started to notice the change in Pepsi’s look.

    Mature industries or not, we all need to stand out and separate ourselves from the rest. Differentiation, added-value and even gimmicks can help us short-term, but we still need to bring consistent, quality products to the table. Anything short of that is just an empty shell. Pepsi will deliver that along with their new look I’m sure.

    Well done Pepsi and thanks for sharing Jamie!


  • Thanks, Keith. I think it’s interesting that Pepsi changes their logo every 5 to 10 years, but that Coca-Cola hasn’t changed the type treatment on their logo in over 100 years.

    I think either approach works, depending on your brand. But it’s interesting that the two biggies use completely opposite approaches.

  • I think the only way Pepsi can gain more market share is through tweens that are undecided and immigrants. Changing your logo and morphing your brand while your competitor remains stoic is a brilliant move. Coke and Pepsi are the Oscar and Felix of our generation.