PEPSI GOES FOR NEW LOOK IN CANADA
By Adnews Staff
Toronto-based Pepsi-Cola Canada Beverages has begun rolling out a new-look bottle. Launching in a six-pack format, the new packaging is presently available in the Maritimes and Quebec. It will hit Ontario shortly and then roll out to the western provinces. The new bottle holds 710 ml and is made of fully-re-saleable plastic. The six-pack format, held together by plastic rings that are opened by pulling a plastic zipper, gives customers the same volume as a 12-pack of cans. The packaging was test-marketed in Estrie, Quebec in June 1996 and received an overwhelmingly positive response, Pepsi says. Forty-nine per cent of consumers aware of the product said they tried it and 61 per cent said they repeated the trial. Eighty-two per cent of buyers and 93 per cent of repeat buyers said they'd buy the product again. Jeff Lobb, Pepsi Canada's marketing vice-president, said launching new packaging formats is much like launching new brands. Therefore, he said, the new format will be supported by French and English advertising, using outdoor billboards and signs in Quebec, the Maritimes and Ontario. Pepsi's advertising is handled by BBDO Canada of Toronto.