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18/11/2020

PepsiCo 2L redesign

Reaching out to let you know that today, PepsiCo is excited to announce a refresh on the 2 Liter design across the entire portfolio – work that reflects design led thinking and best practices, centered on improving the consumer experience. This is the first redesign of the PepsiCo 2 Liter in almost 30 years.

For decades, as soda drinkers have been enjoying their ice-cold Pepsi, MTN DEW, Sierra Mist and other PepsiCo brands, PepsiCo has worked hard to regularly evolve and create a better, more enjoyable beverage-drinking experience. The new bottle design is born out of that drive to always improve the PepsiCo portfolio and create more smiles with every sip – a modern, functional and easy-to-use bottle that is undeniably PepsiCo. Those same consumers agree: a recent study showed that approximately 90% of soda consumers* found the new PepsiCo 2 Liter bottle designs substantially easier to grip and pour than their predecessors.
The proof is in the numbers – previously, the standard 2 Liter had a uniform circumference of 13.4”. Meanwhile, the new bottle, at its grip point, has slimmed down to a much more manageable 10.4”, a more than 25% reduction. Considering the average hand measures between 7” and 8.6”**, the new bottle is designed with consumers in mind, for an easier, more manageable pour, and a look that stands out on shelf, in the fridge, at a BBQ and everywhere in between.
“What excites me most about this redesign is the consumer journey we’ve taken to gather input, test, and evolve the bottle to create the best product experience possible,” said Emily Silver, VP, Innovation and Capabilities, PepsiCo Beverages North America. “This redesign makes it substantially easier for consumers to grab bottles off the shelf and to pour at home. While it has taken an immense amount of work to create this at an operational level, the differentiators and consumer experience make it all worth it.”
“We know our fans will love the PepsiCo 2 Liter bottle redesign because we kept them at the center of our design process, working through thousands of sketches and hundreds of prototypes to land on the perfect solutions for our beverage portfolio,” said Mauro Porcini, SVP & Chief Design Officer at PepsiCo. “Beyond improved usability, this new bottle will be the billboard of the soda aisle, catching the eye and shouting PepsiCo, louder and prouder, from top to bottom, with branding no longer constrained to the label, and the exact right balance of form and function.”
Flagship portfolio products – including Pepsi 2 Liter trademark, and MTN DEW 2 Liter trademark – will feature unique designs on their bottle grip point, subtle nods to each soda’s legacy branding. The rest of the portfolio will have a uniform striking design at the grip point, meant to stand out visually while maximizing form and function. The full list of products that will transition to the new design is listed below, and the change is immediate, hitting key pilot markets in Chicago, Minneapolis/St. Paul and Wisconsin right now, with a nationwide rollout in the near future.