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.
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.
The new glass bottle was the first iteration of the redesign of the full portfolio currently underway at PepsiCo.