- PepsiCo made it clear that it values its brand imaging more than design innovation, speaking to BeverageDaily.com.
- In response to Coca-Cola, which has teamed up with the likes of Marc Jacobs and Karl Lagerfeld, Pepsi has decided to keep their big name designers, such as Vern Yip, on a tighter leash, saying it wants "relevant and attainable" designers who allow Diet Pepsi to keep branding focus on its product.
- This new trend of "high fashion" can and bottle design has taken off in 2013, however many analysts believe it is a marketing ploy that will fade quickly.
From the article:
“Diet Pepsi feels it’s incredibly important to tap personalities who are not only relevant and attainable for our consumers, but who also keep the focus on the product versus overshadowing it,” a spokeswoman said BeverageDaily.com today.