Pepsi launches new look inspired by youth
Trend setting designs feature Emotions, Digital Download, SMS 73774 and Global Festival
In an effort to extend communication bridges with millions of consumers in the Gulf region, PepsiCo International, the leading producer of carbonated soft drinks, has launched a massive first-of-its- kind campaign that takes a new approach to enhancing the Pepsi image.
The campaign centers on re-launching Pepsi products in four innovative designs that are themed to appeal to the trendy interests of today’s youth: Emotions, Digital Download, SMS 73774 and Global Festival.
Introducing the new designs, Dana Khoury, Marketing Manager of PepsiCo International said: "The most important characteristic of Pepsi products is that when an innovative marketing strategy is employed, Pepsi always retains its same great taste. With this new launch, we are targeting the region’s huge youth market by offering them their favorite refreshment in a new look that directly connects with their modern lifestyles which revolve around music, information technology and celebration of life.”
The first design in the series of designs developed by PepsiCo International is Global Festival, which reflects the passion of today’s youth worldwide for celebrating every moment lived by seizing every opportunity with optimistic spirit and a belief in a bright new future.
Emotions design reflects today’s teenagers’ enthusiasm for expressing themselves through their mobiles, email and chatting on the internet, while Digital Download illustrates their love of digital technology that gives them access to entertainment such as music and movies, which they can share with their families and friends.
The fourth Pepsi design, SMS 73774, reflects the main method of communication used by youth today to keep in touch with each other by sending and receiving messages on their mobiles. With a concise language all its own, the essence of SMS 73774 is matched by the innovative design which expresses the spirit of Pepsi’s connection with young consumers.
"We have created a new look for Pepsi that will register in the minds of youth because of its inspirational concept,” concluded Dana Khoury. “By combining expressive new images with the instantly recognized Pepsi logo colors red, blue and white, we are offering the same great Pepsi taste that is enjoyed by consumers everywhere in a vibrant new way that will appeal to trendsetters of all ages.”
© 2008 Al Bawaba (www.albawaba.com)
