Published Date : Oct 05, 2015
This month is going to witness a new limited edition bottle by PepsiCo. Under the brand name Pepsi Perfect, the label is imitating the brand that appeared in the 1989 movie ‘Back to the Future Part II’ when it was briefly featured in the film. Michael J Fox’s character is delivered a futuristic looking bottle of Pepsi through a tube.
This limited edition bottle will be sold as a collectible. According to USA Today, only 6,500 bottles will be made and each bottle will cost US$ 20.15, commemorating the year.
PepsiCo says that the bottle will officially be available on October 21, the date that Marty McFly, the character, is said to have traveled into the future in the movie.
Promotional bids such as this are a great way for major brand such as Pepsi to not make any big investments or strategy spins and still have fun. Last week, a report by Fortune stated that Miller Lite is planning on bringing back the steinie bottle, which is a beer bottle with a stubbier neck compared to those that drinkers are familiar with today. For beverage companies, short term promotional activities pertaining to unusual and unique can packaging or bottling are a rather popular strategy.
The promotional feature comes a time when leading soda companies such as PepsiCo face a major hurdle of turning around sales trends aimed at aerated soft drinks. This category of beverages has been suffering from a rather sharp decline over the past 10 years or so and sales volume has dropped to levels that were only previously recorded in the mid 1990s. For example, volume for PepsiCo dropped by 1.8 per cent in the year 2014 in the United States, based on information provided by Beverage Digest, an industry tracker.