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百事可乐发布新的全球形象及营销方式

美国纽约州帕切斯市(PURCHASE)近日发布,从二月份开始,百事可乐将以与以往不同的面貌出现在消费者面前。百事将对全球品牌风格进行更新,通过电视、广播、出版、包装及在线等营销形式全方位地展现在消费者面前。

这一举措的第一步,也是明显的一步就是百事可乐产品将采用新的包装图案,图案每几星期就有所变化,图案反映的是体育、音乐、时尚、汽车这些贴近年轻人思想的主题。新图案将印制在全球范围内的八十亿个百事可乐易拉罐、包装瓶及杯子上。

如同百事产品美妙的口味一样,百事全球通用的图标及名称拼写风格不会发生变化,但是背景图案将每几个星期变化一次,这是百事第一次如此频繁地改变外观。在其存在的109年间,百事可乐的外观只经历过10次变化,但仅仅在今年就要有35次变化。外观设计的不断变化反映了跨世纪一代人快速多变而又不易捉 摸的兴趣。

百事包装不仅外表要有所变化,包装将与以往大有不同。百事包装瓶、易拉罐及杯子将通过印在其上的特有网址向客户独家提供在线内容、游戏、比赛以及抽奖

百事商标的新形象将在全球通过新型主题广告的形式发布。电视、平面及室外广告将采用百事的地球图标,以全新的形式展现客户心目中欢娱、乐观、朝气蓬勃的百事精神。新形象将出现在店内广告、客户促销以及销售点宣传材料中,系列包装将推出广泛系列的设计图案。

即将推出的包装设计及促销方案包括:

• 在美国,第一款新易拉罐名为“你的百事”(Your Pepsi),该易拉罐上提供了网站地址,邀请消费者参加将于四月份在纽约时代广场上推出的百事广告牌的设计。

• 美国消费者还将有机会为今年晚些时候参加全国汽车比赛协会赛事的杰夫•戈登(Jeff Gordon)的赛车设计车身图案。

• 在许多国际市场上,百事包装设计还将提供网站链接,使消费者能够与他人共享自己创作的音乐和视频。

• 消费者还将欣赏到众多体育和音乐明星设计的包装图案。

百事可乐北美公司高级副总裁兼首席营销官赛•尼科尔森(Cie Nicholson)说:“从表面上看,这或许像是包装更新,但实际上它的意义远大于此。我们正在改变与消费者的互动方式 — 现在我们更加照顾到了消费者的兴趣。人们拿起百事产品的时候,他们得到的将不仅仅是一款好喝的可乐。他们拿到的还有通向他们所钟爱的东西的护照。”

百事公司国际集团首席营销官容•柯林(Ron Coughlin)说:“我们深知年轻人欢迎变化,乐于探索、沟通、个性化,遵从多元文化。我们相信百事品牌这次改版迎合了所有上述潮流。现在我们的客户每当购买百事产品时就会得到不同的体验。”

百事公司介绍

百事公司的前身百事可乐创始于1898年,以年营业收入320亿美元跻身全球三大食品和饮料公司之列,产品行销200多个国家和地区。在百事公司强 大的品牌阵营中,年销售额超过10亿美元的品牌就达16个之多。百事公司中国的历史始于改革开放之初,于1981年在深圳签约建立第一家百事可乐灌装厂, 现已发展成为有40多家合资合作和独资企业,投资10亿美元、员工近万人的业务体系。百事公司在中国经营的主要品牌包括:百事可乐(Pepsi- Cola)、美年达(Mirinda)、七喜(7-UP)、激浪(Mountain Dew)、百事轻怡(Pepsi-Light)、百事轻柠(Pepsi-Twist)、乐事薯片(Lay's potato chips)、都乐鲜榨果汁 (Dole 100% Fruit Juices)、立体脆(Doritos)和奇多(Cheetos)等。

PEPSI-COLA UNVEILS NEW GLOBAL LOOK AND MARKETING APPROACH

PURCHASE, N.Y. - January 12, 2007 - Beginning in February, Pepsi-Cola will reach out to consumers in a different way than ever before. Pepsi will connect with consumers via a global brand restyle - a 360-degree marketing campaign that will be reflected all over the world on TV, radio, in print, packaging and online.

The first, most visible piece of this effort will be new package graphics for Pepsi-Cola that change every few weeks to reflect themes close to the hearts of teens and young adults, such as sports, music, fashion and cars. The new graphics will be on more than eight billion Pepsi-Cola cans, bottles and cups throughout the world.The iconic Pepsi globe logo and name lettering will remain the same - as will Pepsi's great taste - but the background graphics will change every few weeks, marking the first time Pepsi has altered its look so frequently. In its 109-year existence, Pepsi-Cola's look has changed just 10 times, but this year alone, it will change more than 35 times. This steady rotation of designs reflects the fast, ever-changing interests of the elusive "millennial" generation.

Not only will the packages look different, but they'll be different. Pepsi bottles, cans and cups will give consumers access to exclusive online content, games, contests and sweepstakes through unique web addresses on each of the designs.

Pepsi's global brand restyle will be highlighted in new thematic ad campaigns. The TV, print and out-of-home advertising will utilize the iconic Pepsi globe in whole new ways to represent the fun, optimistic, and youthful spirit that consumers have long associated with Pepsi. The restyle will come to life in-store with merchandising, account-specific promotions and point-of-sale materials that will showcase an array of packaging representing the wide range of design graphics.

Examples of the upcoming packaging designs and promotions:

• In the U.S., the first can, titled "Your Pepsi," will link to a website inviting consumers to help design a Pepsi billboard ad which will run in New York City's Times Square in April.

• Consumers in the U.S. will also have a chance to design a special paint scheme for NASCAR driver Jeff Gordon's car that will race later this year.

• In many international markets, designs will link to websites that enable consumers to create music and video that they can share with others.

• Consumers will also have access to packaging designs by some of the biggest names in sports and music.

"On the surface, this might look like a packaging update, but it's much more than that. We're changing the way we interact with consumers - and now we're doing it on their terms," said Cie Nicholson, senior vice president and chief marketing officer of Pepsi-Cola North America. "When people pick up a Pepsi, they'll be getting much more than a great tasting cola. They'll be getting a passport to the things they enjoy most."

"We've learned that young people embrace change and seek discovery, connectedness, personalization and multiculturalism. We believe this restyle touches on all these trends," said Ron Coughlin, chief marketing officer, PepsiCo International. "Now our consumers will have a different experience each time they buy a Pepsi."

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