Pepsi’s New Logo…

Shout to Nick Leo for the scoop

It’s hard to tell just when Pepsi blinked. For the past several years, its advertising has lacked its trademark sparkle, and its brands have lost their edge. As U.S. volume flagged, so did that signature spunk that marked Pepsi as an engaging upstart delightedly tweaking big, bad Coke. But Pepsi finally seems intent on regaining its share. Its strategy involves three years; $1.2 billion; 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