The rebrand will create a consistent identity across the Pepsi MAX®, diet, regular and flavoured cola ranges, with new packaging visuals, in-store materials and displays.

The roll-out will be supported by a fully integrated campaign, including TV, digital, out-of-home, in store branding and experiential marketing. In line with Pepsi’s Thirsty for More campaign, it will highlight Pepsi’s commitment to celebrating those who challenge conventions and want to have fun, while forging deeper connections through shared passions. The campaign underscores how the great, bold taste of Pepsi fuels these moments of enjoyment.

As Ireland’s fastest growing cola brand[1], this rebrand forms part of Pepsi’s vision to ensure long-term growth in the cola category. Pepsi Max, a €28.5 million brand[2], continues to recruit more buyers into the cola category than any other brand[3].

In a blind taste challenge, 66% of Irish people preferred the taste of Pepsi Max[4]. The new design focuses on great taste and refreshment, aligning with research showing that taste is a key driver for carbonated soft drinks[5]. By modernising its flagship Pepsi brand with bolder, more vibrant packaging, this refresh helps retailers capitalise on sales amid evolving consumer tastes, in particular the no sugar category has grown by over 13% in 2023[6].

The vibrant new look will grab attention at shelf, playing a key role in enticing new consumers into the category. This rebrand will help retailers maximise sales by sparking a renewed interest in the brand. Pepsi and Pepsi MAX are well-known and loved by many, but as a brand with such a rich history, it’s vital that we work to evolve its look and feel, driving relevance for the next generation.

[1] Nielsen Total Scantrack, Sales Value, MAT data to 31st December 2023

[2] Nielsen Total Scantrack, Sales Value, MAT data to 31st December 2023

[3] Kantar Latest 52 weeks, data to 24^th December 2023

[4] In a blind taste challenge on the island of Ireland from 13.09.22 to 04.12.22, 10,014 out of 15,200 people surveyed (66%) preferred the taste of Pepsi Max to IOI’s biggest selling full sugar cola. For verification, see www.pepsimax.ie

[5] Empathy Brand & Usage Tracker, July to September 2023

[6] Nielsen Total Scantrack, Sales Value, MAT data to 31st December 2023

The post Pepsi unveils major rebrand to shake up the cola category first appeared on Neighbourhood Retailer.

As the colder, darker evenings draw in, Nisa retailers are preparing for an increase in big night in shopper missions with offers on a wide range of food and drink sure to cater for everyone.

Shoppers can enjoy great deals including Doritos Tangy Cheese, Chilli Heatwave or Cool Original 150g for just 89p, better than half price, a variety of Galaxy Fusions 100g bars at £1.50, KitKat 2 Finger 9-pack in Milk or Orange at £1.50 and Pepsi, Pepsi Max and Pepsi Max Cherry 2l for just £1.50.

Sweet share bags

Sweet share bags will be incorporated into the deal with competitive prices on treats including Maynards Bassetts Fizzy Fish, Tangy Wine Gums and Jelly Babies, and Nestlé Munchies Cookie Dough Pouch and Milkybar Giant Buttons Sharing Pouch – all available for just £1 each.

The Big Night In event is in stores now until 2^nd November, supported by themed POS to grab the attention of shoppers and also featured on Nisa’s consumer leaflets.

In addition, offers will be promoted online via Nisa’s website and social media channels, alongside a number of delicious Big Night In-themed recipes to provide shoppers with meal inspiration.

Laura O’Hearne, Promotions Manager at Nisa, said: “As the evenings draw in and colder weather arrives, shoppers will be spending more time at home and enjoying a night in front of the TV.

“Retailers can make the most of this opportunity by offering a good mix of promotions on food and drink to enable them to enjoy a big night in with family and friends, and increase basket spend by ensuring categories such as confectionery pouches, sharing crisp bags and share size soft drinks are given prominent placing in store with the relevant POS to disrupt and inspire shoppers.”

The post Nisa promotion helps shoppers stock up for a Big Night In first appeared on Neighbourhood Retailer.