Pepsi and Mountain Dew Bring Back Old Designs and Ingredients
Corinne Guirgis — March 29, 2011 — Marketing
References: usatoday & daveibsen.typepad
PepsiCo is going back in time by changing both the ingredients and containers of their popular drinks Pepsi and Mountain Dew. The new vintage pop cans are designed to look just like the cans of the 1960s and 80s and capture the retro style as well as taste that existed during the company’s inception. Additionally, the 'Throwback Line' of Pepsi and Mountain Dew will be flavored with natural sugar instead of high-fructose corn syrup, which soft drink companies used to replace sugar in the 1980s, that is considered to be more nutritionally detrimental.
“It’s a return to a simpler world,” says Shiv Singh, head of digital for PepsiCo. “There’s a massive teen trend around simplicity and authenticity.” In other words, retro is cool. With vinyl record players, antique cameras and thrift store shopping all making comebacks, it is clear that what is old is new again, and these vintage pop cans are a great way of showing it!
“It’s a return to a simpler world,” says Shiv Singh, head of digital for PepsiCo. “There’s a massive teen trend around simplicity and authenticity.” In other words, retro is cool. With vinyl record players, antique cameras and thrift store shopping all making comebacks, it is clear that what is old is new again, and these vintage pop cans are a great way of showing it!
Trend Themes
1. Vintage-inspired Packaging - Opportunity for companies to re-envision their branding and packaging to capture nostalgic appeal and stand out on shelves.
2. Natural Ingredient Alternatives - The growing demand for health-conscious products presents an opening for companies to experiment with natural and healthier ingredient substitutes in their products.
3. Authenticity and Nostalgia as Marketing Hooks - The popularity of retro and vintage-inspired products presents a unique opportunity for companies to tap into the current cultural zeitgeist and attract the teen and young adult demographic.
Industry Implications
1. Beverage - The trend towards natural alternatives and nostalgia-inspired packaging presents a disruptive innovation opportunity for soft drink and beverage companies to differentiate themselves on the market and appeal to a growing health-conscious and vintage-minded consumer base.
2. Food - In keeping with the trend towards natural ingredients, food companies have the opportunity to explore natural and healthier alternatives to traditional ingredients in their products, tapping into the growing demand for nutritious and health-conscious meals and snacks in the market.
3. Retail - Retro and vintage-inspired aesthetics have become immensely popular across different industries. This presents an opportunity for retail businesses to tap into this trend and offer products and services that cater to the growing demand for nostalgic and authentic experiences.
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