PepsiCo Unveils New 2-Liter Bottle Design
by Rudy Sanchez on 11/16/2020 | 2 Minute Read
PepsiCo first introduced the 2-liter bottle in the 70s, when marketing executive John Sculley proposed offering consumers a ginormous vessel instead of the 6.5 ounce alternative to Coca-Cola’s that the brand tasked him with bringing to market. The new size proved to be a hit, and Pepsi would replace the glass, returnable, 2-liter with a lighter and safer plastic version, developed with chemicals firm DuPont.
Today PepsiCo has unveiled a new 2-liter bottle, the first significant redesign the multinational food and beverage company has done to the popular size in nearly three decades. The new design is both eye-catching and easier to grip and pour. The corrugated bottom remains, but the bottle now has a tapered and textured waist. The new design slims the bottle’s circumference from 13.4 to 10.4 inches.
Flagship products such as Pepsi Cola and Mountain Dew will have bespoke grip designs, with Pepsi’s featuring graceful waves and Mountain Dew’s bottle has sharp, angular lines in the same spirit as its wordmark.
“We know our fans will love the PepsiCo 2-liter bottle redesign because we kept them at the center of our design process, working through thousands of sketches and hundreds of prototypes to land on the perfect solutions for our beverage portfolio,” said Mauro Porcini, SVP & chief design officer at PepsiCo, through a press release. “Beyond improved usability, this new bottle will be the billboard of the soda aisle, catching the eye and shouting PepsiCo, louder and prouder, from top to bottom, with branding no longer constrained to the label, and the exact right balance of form and function.”
According to research done by Pepsi, 90% of consumers preferred the new design over the old bottle. The rollout is beginning in Chicago, Minneapolis-St. Paul, and Wisconsin, with an even bigger launch to follow.