New Pepsi Bottle: First Redesign in 17 Years; Looks Like Deer Park Water Bottle?

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By Pete Butler , CP Contributor
March 21, 2013|9:20 pm

The new Pepsi bottle design for the company's 20-oz drinks leaves less to the imagination and more for the fingers to grip.

Pepsi's first new bottle design (which can be seen here) in 17 years has a smaller label where the Pepsi logo is nearly the same size as the label's height, leaving more of the bottle unwrapped so consumers can see the dark cola inside. Another new feature is the bottom half of the bottle is made up of swirled grip to offer a better hold. In many ways, the new Pepsi bottle looks like a Deep Park water bottle (which can be seen here).

The new Pepsi bottle is schedule to roll out in April, first in the New York area, then Chicago and parts of California and Florida, The Associated Press reported. PepsiCo Inc. is headquartered in Purchase, N.Y. The new bottle design will also apply to Diet Pepsi, Pepsi Next and Pepsi Max.

The new bottle redesign is seen as the company's effort to regain a foothold in the market, having experienced a 4 percent decline in beverage volume in North America last year, according to AP. Pepsi has been losing market share to Coca-Cola Co. in past years, and has recruited pop superstar Beyonce to help market Pepsi products. Beyonce signed a deal estimated to be worth $50 million that allows Pepsi to use the Grammy award-winner's face on limited edition of Pepsi cans, according to The New York Times.

Beyonce also promoted Pepsi through her appearance at the Super Bowl XLVII Halftime Show, which Pepsi sponsored, and will appear in a new TV ad.

It will take time for all the old Pepsi designs to be shifted out of the system, since "engineers have to go to all the plants and convert the lines," said Andrea Foote, a PepsiCo spokeswoman, to AP.

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