Well Pepsi felt the need for a shake-up. So they have a new logo (see to the right) and $1.2 billion later; a complete packaging, merchandising and marketing overhaul of its soft drinks -- and a reduced reliance on BBDO, the shop that put it on the map nearly 50 years ago.In trying to rebuild North American carbonated-soft-drink volume that dropped 3%, PepsiCo Chairman-CEO Indra Nooyi said the company will embark on a sweeping revamp of "every aspect of the brand proposition for our key [carbonated-soft-drink] brands: how they look, how they're packaged, how they will be merchandised on the shelves and how they connect with consumers." Leading the push is Dave Burwick, recently tapped as CMO for beverage brands.
Good luck Mr. Burwick. You'll need it.
No comments:
Post a Comment