The new bottle shape has a twisted grip at the bottom, a shorter neck, and a smaller label with greater focus on the logo.
The last time Pepsi unveiled a new bottle design was in 1997. It’s new shape, which will start rolling out next month, has a twisted grip at the bottom with contours that look easier to hold and a shorter neck than the current design.
In the cola wars, Coca-Cola has an iconic packaging with its recognizable curved bottle. Pepsi hopes that this new bottle design will help boost the brand and be a standard it can build on in the future.
Ad Age notes that the redesign, which is part of the company’s ongoing update of marketing and packaging materials, will affect the 16 oz. and 20 oz. plastic bottles, as well as a 12 oz. glass bottle available from selected retailers.
The bottles feature a smaller wraparound label, which exposes more of the drink and places a greater focus on the larger logo. The new shape will be applied to bottles of Pepsi, Diet Pepsi, Pepsi Max, and Pepsi Next.