Pepsi Touts Redesigned Logos with Motivational Video
It was more than just business as usual at PepsiCo’s 2008 National Bottler Meeting. In addition to communicating the year’s biggest business initiatives, the brand introduced redesigned logos and labels for Pepsi, Diet Pepsi, Diet Pepsi Max, Mountain Dew, Sierra Mist, Tropicana and Gatorade.
PepsiCo wanted to ensure the bottlers understood the impetus for the changes and excite them about the redesign, which was introduced via a video shown at events in three locations: PepsiCo’s headquarters in Purchase, NY; the State University of New York at the Purchase campus and at a nearby movie theater that was transformed into fully Pepsi-branded environments with banners and signage.
In addition, PepsiCo executives gave presentations on how the new look and feel of the brands would be merchandised with the help of 18 actors role-playing as consumers. The program also included a retail environment called the Learning Lab where bottlers could visualize how the new products would look on store shelves.
The meeting also recognized the Bottler of the Year during a presentation that included video clips of each nominee and their work. During one of PepsiCo’s most ambitious marketing campaigns, the event helped the company communicate its vision to its bottlers.