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PepsiCo achieves brand equity through package designPepsiCo achieves brand equity through package design

Kari Embree

March 11, 2015

2 Min Read
PepsiCo achieves brand equity through package design
PepsiCo's billion dollar brands

PepsiCo's billion dollar brands

PepsiCo's billion dollar brands

Bill Eaton, director, R&D packaging engineering & innovation, PepsiCo, spoke at the Packaging Digest Global Food & Beverage Packaging Summit conference in Chicago. His topic was a case study titled, "Coordinating the decision for a global brand to adjust product design."  This will be one of two of the case studies presented in the upcoming webcast.

Below are the highlights of the presentation: 

-- Analyze process in redesigning existing product lines and introducing new products to consumers

-- Demonstrate how Pepsi responded to consumer patterns and input to develop effective packaging

--Strategies for cooperation between R&D, packaging and marketing groups to launch new packaging

With 22 brands worth more than $1 billion in retail sales, the challenge for PepsiCo was how to have them be "differentiated, with distinct brand identity, grounded in consumer insight, deeply researched endorsed by celebrities, with creative they can be proud of," according to Eaton.

Through package design, PepsiCo looked to successfully capture each brand's equities. Their objectives for the packaging design were to:

-- Design and develop a line of new PET bottles that fits brand and consumer needs to increase growth, brand equity, brand health and appeal

--Consistent with current manufacturing requirements and packaging specifications

--Minimizes investment required

--Packaging design linked individually to Brand Pepsi and Mountain Dew with an optional all other brands package

After overcoming obstacles like design and physics, feature retention, and operational challenges, the global food and beverage powerhouse was able to launch a conversion and or roll-out strategy for their new bottle. The packaging design's bold swirl and elevated profile reflected the brand's attributes and youthful spirit, capturing the excitement of now for Pepsi consumers and was widely received from retailers and consumers.

Attend our upcoming webcast on August 20 and you will learn about:

-- How PepsiCo optimized the design of its first new single-serve bottle for carbonated soft drinks (CSDs) in 16 years and the implications of the change in its packaging plants.

-- How the Pepsi Lipton Partnership revamped the Pure Leaf container in answer to consumer preferences and how they invested in significant capital to accommodate the new bottle's square footprint.

-- Strategies for cooperation between R&D, packaging and marketing groups to launch these new packages.

Webcast Bonus
Bring your questions. There will be time for a live Q&A session with the webcast speakers.

Click here to register today.


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