Pepsi will modify package graphics on Diet Pepsi. New look scheduled to hit market mid-February. Revised graphics incorporate light blue background vs current white/ silver. Additionally, Diet Pepsi brand name will be arranged horizontally. Word "diet" in red sits atop "Pepsi" in blue; both are over Pepsi's trademark globe. Around bottom of globe are words: "Light, Crisp, Refreshing." Colors: "Light" and "Refreshing" in blue; "Crisp" in red. In current graphics, "diet Pepsi" logo arranged vertically. In 2001, Diet Pepsi had strong year. Was only top-10 brand to gain share in both IRI and ACNielsen take-home data (see story page 1).
Rationale. Pepsi North America senior vp marketing CSD Dave Burwick says, "we did a lot of consumer work (and) consumers describe Diet Pepsi as light, crisp and refreshing." Adds: "Consumers connect Pepsi to blue. That light shade of blue is a Pepsi equity. It connotes light, crisp and refreshing and fits Diet Pepsi well." Ad campaign. Pepsi will launch new Diet Pepsi ad campaign on Academy Awards broadcast March 24.
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