THIS WEEK: Pepsi escapes copycat blues

PepsiCo is testing a redesigned Pepsi-Cola can which drops its traditional colours for an entirely blue design.

PepsiCo is testing a redesigned Pepsi-Cola can which drops its

traditional colours for an entirely blue design.

Sources say that the move is designed to create a greater distinction

between Pepsi and Coca-Cola’s red can.

It would also be a defence against the wave of new cola launches,

including Virgin and own-label brands, which have used red livery.

The new can is understood to have been designed by Landor Associates in

New York, and has been on test in Bahrain for the past two weeks.

Although the prototype has not been tested in the UK, UK PepsiCo

management has been shown development plans for predominantly blue cans

and is aware of the tests.

A spokesman for Pepsi in the US confirmed the tests and said the new can

had been well received. ‘I think it is very, very popular and it has

been an interesting tack.’

He said the blue can was only one of many new designs being tested and

insisted there were ‘no more plans for them at this point.’

Coca-Cola remains the market leader with its Coke and Diet Coke brands.

Nielsen figures to the end of September this year put Coke brands’ share

of the UK market at 50.3% and Pepsi brands at 19.1%.


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