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Case
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Reference no. 9-598-097
Subject category: Marketing
Authors: John A Quelch
Published by: Harvard Business Publishing
Originally published in: 1998
Version: 11 August 1998
Length: 9 pages
Data source: Published sources

Abstract

Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to- date image and ''ownership'' of the color blue against Coca-Cola''s ''ownership'' of the color red. The teaching purpose is to understand the strategy and executional challenges associated with a global packaging redesign.

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Abstract

Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to- date image and ''ownership'' of the color blue against Coca-Cola''s ''ownership'' of the color red. The teaching purpose is to understand the strategy and executional challenges associated with a global packaging redesign.

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