The world-famous "Pepsi" (Pepsi-Cola) has used packaging updates several times to change and strengthen its brand image, thereby improving and consolidating its market position.

Pepsi-Cola, originally known as "Brad's Drink", was born 12 years later than Coca-Cola. Because of this, in the 1920s and 1930s, Pepsi-Cola prepared to sell itself to Coca-Cola three times, but was rejected by Coca-Cola. Shortly thereafter, just when Guz (President of Pepsi-Cola to Gong Heng) was desperate, an idea changed the fate of Pepsi-Cola, which was to update the packaging. Pepsi-Cola's first bottling plant was 8 years later than Coca-Cola, but its bottle capacity was the same as Coca-Cola's, which was 6 ounces. Beverages at that time were all packaged in bottles with the same volume. If Pepsi-Cola can be sold in 12-ounce bottles, it will definitely be welcomed by consumers. To reduce packaging costs, Guz sells his Pepsi-Cola in recycled beer bottles. This brand packaging update strategy, supported by the advertisement "Pepsi, a loyal companion, double the quantity, the price is still 5 cents", has received very good sales results, allowing Pepsi to survive from a desperate situation. In 1936, it made a profit of 2 million yuan, and in 1937 it made a profit of 4.2 million yuan. ?

In the mid-1990s, in order to once again challenge the market leader "red" Coca-Cola, Pepsi-Cola decided to abandon the red, white, and blue packaging tones that represented Pepsi-Cola's visual image in 1996, and change the packaging colors: Replace them all with "blue". In April 1996, Pepsi-Cola painted the entire supersonic Concorde jet with the blue Pepsi-Cola (PSPSI) logo at Twick Airport in southern England. Starting from this (previously, a preliminary test was conducted in a small shopping area in Bahrain), Pepsi-Cola will uniformly change Pepsi-Cola delivery trucks, refrigerated trucks, bottles, etc. in more than 20 overseas countries to blue. . In order to achieve good results with this blue packaging strategy, Pepsi-Cola decided to launch a strong publicity campaign and even wanted to send a blue Pepsi-Cola flag to the Russian "Mir" space station. Pepsi-Cola's unified change to "blue" new packaging has further deepened consumers' visual recognition of Pepsi-Cola, and laid a very important foundation for breaking through the long-term "red" (Coca-Cola) encirclement of consumers' vision and minds. Base.