Date of appearance: April 2013
Trademark: Pepsi
Design: PepsiCo Design & Innovation
Designed in: USA
Commissioned By: PepsiCo
Design: Tether, USA; In-house design PepsiCo Design & Innovation Center, New York, USA
Tags: glassbottle, reddotdesignaward

Pepsi Glass Bottle: Axl ABOUT THE ENTRY Pepsi unveiled a new single-serve glass bottle for its trademark portfolio including Pepsi, Diet Pepsi, Pepsi MAX and Pepsi NEXT, marking its first design update since 1996. Form The ‘Axl’ bottle’s bold swirl and elevated profile reflect the brand’s attributes and youthful spirit, ‘capturing the excitement of now’ for Pepsi consumers. The etched, grip-able bottom allows consumers to have a more stimulating, tactile interaction with the bottle itself. Commerciality This new bottle is the next milestone in Pepsi’s Live For Now marketing campaign. The single serve bottle is the most visible and tangible connection point Pepsi has with consumers and the new bottle expresses Pepsi’s brand DNA. Innovation The new glass bottle was the first iteration of the redesign of the full portfolio currently underway at PepsiCo.