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New look, new logo, new everything

May 26, 2009
By Canadian Vending



New look, new logo
Pepsi refreshes its look and embarks on a new marketing strategy just as it turns 75 years old in Canada.


May 26, 2009, Mississauga, Ont. – The joy of Pepsi is about to spread across this country like never before as the iconic cola brand refreshes its look and embarks on a bold, new marketing strategy just as it turns 75 years young in Canada.

Pepsi, Diet Pepsi and Pepsi MAX cans and bottles that look markedly different than those that have gone before them are currently making their way to store shelves across Canada as part of a business strategy to revitalize PepsiCo Beverages Canada's carbonated soft drink business.


Along with the new look will be a high-impact, multi-tiered marketing campaign designed to unite Pepsi with like-minded positive thinkers. The campaign will reach consumers at all touch-points of their lives – on TV, on billboards, on public transit, online, in social media, in-store, and at the grassroots level through major consumer events coast-to-coast.

"This is part of a global strategy to refresh a brand that Canadians have been loving for 75 years," said Cheryl Radisa, vice-president, Consumer Marketing, PepsiCo Beverages Canada. "The insight behind the strategy is that a can or bottle of Pepsi, by its very nature, is contained joy. When it's cracked open, the joy spreads. And so it makes perfect sense for our marketing campaign to take the joy of Pepsi into the very fabric of Canadian pop culture and share it with positive-minded consumers in new and innovative ways. Pepsi has always been fueled by the spirit and optimism of youth, it's time to refresh our brand for the next generation of Pepsi drinkers."

The national marketing campaign will centre around the concept of spreading joy and optimism. Pepsi will invite consumers to experience and spread joy in their own way – whether it's flipping a photo of their smile for others to see, uploading a video of their favourite moment of joy, seeing a simple message of optimism on a massive billboard, or engaging with Pepsi to uncover and share joyous moments at mass consumer events this summer.

In Quebec, where the first bottle of Pepsi rolled off the production line 75 years ago on June 12, 1934, Pepsi will customize the marketing campaign in recognition of Quebec's unique culture, as it has done for many years. The 100% made-in-Quebec campaign will celebrate Pepsi's unique history and bond with Quebec.

About PepsiCo Beverages Canada
PepsiCo Beverages Canada is a leader in the Canadian beverages industry and markets a variety of beverages under the following trademarks: PEPSI, DIET PEPSI, 7UP, MOUNTAIN DEW, MUG, AQUAFINA, SOBE, LIPTON and BRISK ICED TEAS, STARBUCKS BOTTLED FRAPPUCCINO, GATORADE, DOLE and TROPICANA.

For photos, broadcast footage and additional information visit:
PepsiCo Beverages Canada