pepsi reinvents. again and again.
The Pepsi can will be going through constant change this year. According to Cie Nicholson, their chief marketing officer, they plan on coming out with new can designs every 3 to 4 weeks, resulting in at least 35 new can designs this year.
Assuming we're not just talking about xmas and 4th of July cans here, this is a big deal.
Grant McCracken writes an astute post on how now is a time where brands must "meet change with change." Beautifully put.
As one commenter points out, "the package is the one anchor for most packaged consumer products", which of course a lot of package designers and branding experts would historically, be quick to protect.
But this is a new era for brands. And things are changing at a faster pace than ever before. Pepsi's 35 cans may be a new benchmark. The next way to do business. Maybe it's time for your brand to be wearing a new sweater.
Labels: branding, design, identity, package design, yummyfood
posted by darryl ohrt @ 7:25 AM
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