Pepsi plans to test blue can in US

Pepsi Cola is to test its blue can design in the US from the start of next month, following the launch of Project Blue across the rest of the world last April.

At the time of the launch Pepsi said it had not decided whether to introduce the blue can into its home market.

The US design will differ slightly from that used elsewhere and will be tested in Des Moines, Iowa and New Orleans.

Pepsi chose the two areas, according to industry sources, because in Des Moines it outsells Coke significantly, while it trails Coke in New Orleans.

Pepsi has said the total launch cost for Project Blue will be $500m (320m) by the time it is completed. Since the launch, Pepsi has introduced the blue can into 20 markets, representing about 40 per cent of its volume sales.

Part of the rationale of Project Blue was to differentiate the brand from Coca-Cola, especially outside the US where Coke outsells Pepsi by a wide margin. In the US, excluding the diet brands, the two main brands are much closer, so changing the packaging carries more risk.

Pepsi recently announced a restructuring which will see the drinks company reduce annual operating costs by more than $100m (64m).

Alan Mitchell, page 32

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here