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International: Pepsi set to change 'Look' multiple times

13-January-2007
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International: Pepsi set to change 'Look' multiple times

PepsiCo is set to change the look of its bottles and cans every few weeks this year, “to attract teens and young adults with images of sports, music, fashion and cars,” the company said Friday.

In a statement, the Pepsi said the “look” of its products might change more than 35 times this year. Previously, Pepsi’s unique graphics have changed only 10 times over the past 109 years, the company said.

The beverage maker said it’s undertaking the promotion to “celebrate the launch of its global brand restyle.” Interactive online promotions will support, such as inviting consumers to design a billboard ad to appear in New York’s Times Square in April.

BBDO, New York, handles. Pepsi spent $96 million on advertising in 2005, and $64 million through November in 2006, per Nielsen Monitor-Plus.

Source: Brandweek

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