Pepsi last redesigned its Sierra Mist packaging in 2008, giving it a fuzzy, or “misty,” appearance. This year, to better reflect the lemon-lime flavoring and clearly distinguish between varieties, the brand adopted a new look. The new bottles and cans offer a more vibrant, eye-catching logo lock-up for taste appeal, also making the products easier for shoppers to locate on-shelf. A yellow bar at the top of the label clearly calls out the brand’s 100 percent natural flavors benefit. Although it’s still too early for quantitative results, Pepsi reports positive consumer feedback in testing.

February 2010

Goodby, Silverstein & Partnersand the internal Pepsi Design Group