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CANADA: Diet Pepsi gets makeover

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Diet Pepsi is getting a makeover in Canada, with a new blue background and updated taste preference claim, PepsiCo announced yesterday.

The new package design starts hitting store shelves across Canada this week. It features an upright logo and a light bubbly-blue colour scheme, with a more striking use of the three-dimensional Globe icon.

"To assure consumers that no changes have been made to the Diet Pepsi formula, a "Same Great Taste" message will appear on the packaging," the company said in a statement.

"The new packaging is bold and confident and clearly communicates the youthful spirit of the Diet Pepsi brand.  We've been the fastest growing diet cola in Canada for some time now, and we believe the new look of Diet Pepsi will allow us to continue our phenomenal growth track record," said Michael Hartman, Vice President of Marketing, Pepsi-Cola Canada Ltd.

Also on the packaging for the first time ever is a taste preference claim, stating that 'a majority of Canadian soft drink users preferred the taste of Diet Pepsi over Diet Coke.

Cindy Crawford will star in a new Diet Pepsi commercial set to debut in Canada in May.

The ad, created by BBDO New York, updates an ad produced for brand Pepsi in 1991, in which a pair of awestruck teen boys watched the supermodel approach a Pepsi vending machine. 
In the new ads, Crawford sports a Diet Pepsi in the newly designed can, and this time she drives an SUV (instead of a sports car) and her own two young children make an appearance.


Companies: PepsiCo

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