Pepsi 2010 look book final

H S E R R F U E D R YO RL O W L 0 1 0 2 I S P PE

K O O

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, on i t i t pe edia m m co w new . e n , s … ions icon d t e T ng ecta tural a ES h l p c B u x c e e S … av mer new h rue T IT t s , u s e re.

A s s y u e n m i t , Ti co alit sta EEN GE cul g w e h r B t n e N n psi A you thi YS e H P e w On LWA OF C er of ho come d A e S a n e efi nd b AS TIME s a le d H ND e a I IN es a r ” A S h o P BR y t yout av t PE i h C I n e N ON. rtu rit of it b O o n i p e I C R AT I p “sp o L wh n A NE e a pion N T I E v a E m G h a U h L We ill c NF NEW I w E A

TH

OF

H T S I S I TH

E

S ’ IT

C E D

E D A

R U O

T F O

S N EE

.

E M I T

N O I T A R E N E G

N M S O I I H S G T M I N S I U L T E A P P O FU F O Y E O H T AND

Pepsi has always been about the “Spirit of Youth”.

From the symbol of a liberated youth “Coming Alive” in the 60’s and 70’s…

To the “Choice of the New Generation” who found its own voice in the 80’s through Pepsi, MTV and pop stars such as Michael Jackson, David Bowie or Tina Turner.

To the champion of youth living in a world with endless possibilities,who “Dare for More” in the late 90’s and 00’s.

E R A T T U A O H WH AB AY? SO UT TOD YO

D E N R O E M O E I R TH POW AT E V E EM NER ST

E G

Like all past generations, youth today want to do things “their way”… the difference is that Millennials are confident and empowered to do this in un-precedented ways.

HYPER-STIMULATED… With unlimited access to information and entertainment, they expect “instant gratification”.

Savvy, they are no longer “wow’d” by big stars, or convinced by “one-way advertising”.

HYPER-ENABLED… With technology, they have the tools and know-how to express their creativity, without limits.

HYPER-CONNECTED… This is the first globally connected generation.

With the Internet and mobile as their permanent “extensions”, they can choose their networks,and even become their “own media”.

Pepsi believes youth have talent, passion and creativity, they want to and they can impact their world.

This movement is already happening – it is their time.

WHAT PEPSI HAS

IS SCALE…

…IT IS THE ONLY BRAND WITH BOTH THE GLOBAL REACH AND THE GLOBAL AMBITION TO HELP YOUTH REFRESH THEIR WORLD.

Pepsi willl not be the voice of the new generation theyy already have their own voice.

Rathe er, we will use all of our scale marketing g asssets to promote YOUTH rather tha an promote Pepsi.

We willl AMPLIFY TH HE VOICE of todayys’ youth and become an n ENABLER off theiir best ideas and tallents.

A com mple ete turnaround in th he way Pepsi beha aves… …from “pure entertainment” to “enterr tainment with a purpose”.

We have allwayys championed youth…

E M

I T S I G H N T I …

LK

A W

E W

E R A

E TH

K L TA

AMBITION INSIGHT

A NEW ROLE

FOR PEPSI

Be the most INFLUENTIAL iconic global youth brand

Youth can, and want to, have an impact in their world, through their ideas, their passion, and their creativity.

Pepsi will ENABLE youth to refresh their world, always in fun & irreverent ways: • Stimulating all of them through fun & positive initiatives and stories, • Amplifying & Fulfilling the best of what youth can do, putting Pepsi scale and reach at their service

EXPRESSION

REFRESH YOUR WORLD

E L Y T S

A TIMELESS TRUTH

PEPSI IS IRREVERENT AND FUN Irreverence captures the “spirit of youth”, when it refuses to bow to the status quo,to established rules and to authorities.

It is not rebelliousness, but the assertive expression that Youth, and Pepsi, have their “own way”. Fun is the way we bring it to life – Pepsi has always stood out through scale and entertainment. More than ever, Pepsi personality stays true to this DNA.

PEPSI MUST BECOME A BRAND YOUTH LOVE AND

LOVE TALKING ABOUT. The time when we could buy attention with “only TV commercials” has passed. Savvy youth now live in a world of connections, dialogue, and hyper stimulation. They don’t just “listen”any more and trust their peers more than advertisers.

To create real emotional connection, we need a new marketing model.

MAKING PEPSI GAIN SHARE OF CONVERSATION 1% CREATORS

9% COLLABORATORS

90% CO ONSUMERS

PERSONAL EXPERIENCE

WORD OF MOUTH

NEWS

MASS MARKETING

CONNECT EMOTIONALLY

SPREAD VIRALLY

REACH MASSIVELY

AMPLIFY BROADLY

CHANGING MARKETING TO THE ART OF STORY-TELLING

START FROM A BIG BRAND IDEA

EXECUTED WITH BUZZ-WORTHY CONTENT

AND CONSISTENT, SUSTAINABLE PLATFORMS (NOT “ONE-OFF TV ADS”)

OUR NEW LOGO IS A SYMBOL OF CHANGE. In 2010, Pepsi refreshes itself with a new identity. This is the object of this Look Book. But as you implement this new identity in your country, remember that THE LOGO IS NOT THE ONLY STORY. It only marks the beginning of the “Refresh Your World” story. It is the first chapter in our journey to make Pepsi iconic for the new youth generation, with many more to come.

This Look Book presents the new Pepsi identity, new Packaging, and new Presence for 2010.

Beyond the logo change, Packaging and Presence have a critical role in our new Engagement Model.

A A NEW NEW PACKAGING PACKAGING ARCHITECTURE ARCHITECTURE

Engagement limited editions

Limited editions will invvite consumers into our story and maintain high youth engagement.

Clear guidelines elines for promotion promotions

SPECTACULAR

PRESENCE

Spectacular presence to not only attract consumers' eyes, but win their hearts and minds. Spectacular Presence can demonstrate the stature of the Pepsi brand every day, and “arouse� consumer thirst for the cola magic experience.

I S P E P E O D T !

A S E C N E M E D O E T C E L H F E T O W IN BE O T

C

T N O

E INU

D…

PEPSI PEPSI Style guide 2010

Table Table of of Contents Contents 01 01 Logos Logos // 01.00 Pepsi Pepsi Light Pepsi Diet Pepsi Max Pepsi Twist and Pepsi Caffeine Free

02 02 Packaging Packaging // 02.00 Core Packaging Limited Editions Promotional Guidelines

Photography // 03.00 03 03 Photography Pepsi Pepsi Light Pepsi Max

Presence Tools Tools // 04.00 04 04 Presence Pepsi Pepsi Max

Contacts // 05.00 05 05 Contacts

PEPSI Style guide 2010

01 Logos Pepsi Logo / 01.01

Color Variations / 01.02 Primary Horizontal Formats / 01.03 Additional Horizontal Formats / 01.05 Vertical Formats / 01.06 Logo Dont’s / 01.09

Pepsi Light Logo / 01.10 Color Variations / 01.11 Primary Horizontal Formats / 01.12 Additional Horizontal Formats / 01.14 Vertical Formats / 01.15 Stacked Formats / 01.17

Pepsi Diet Logo / 01.18 Color Variations / 01.19 Primary Horizontal Formats / 01.20 Additional Horizontal Formats / 01.22 Vertical Formats / 01.23 Stacked Formats / 01.25

Pepsi Max Logo / 01.26 Color Variations / 01.27 Primary Horizontal Formats / 01.28 Additional Horizontal Formats / 01.30 Vertical Formats / 01.31

Other Logos / 01.33 Pepsi Twist Pepsi Twist Light Pepsi Cafeine Pepsi Light Caffeine Free

/ 01.00

PEPSI Style guide 2010

01 Logos Pepsi Logo

/ 01.01

PEPSI Style guide 2010

01 Logos

/ 01.02

Color Variations 4 color process or 3-at color are the preferred usage. The 2 color and 1 color can be used when printing limitations exist.

Black and White should only be used when color printing is not available, and is only available for "non background" logos.

4-Color Process Primary Colors PMS 540 C100 M55 K55

PMS 2945 C100 M45 K14

PMS 185 M91 Y76

2-Color PMS

1-Color PMS

B&W B&W should only be used when color printing is not available

PEPSI Style guide 2010

01 Logos

/ 01.03

Primary Horizontal Formats with Backgrounds Versions for usage where globe reproduces at less than 1” are also available.

DO NOT alter the electronic files for the approved logos shown in this book. Utilize supplied formats whenever possible as they have been carefully designed to fit many potential applicatons. Some production files have size usage limitations. See individual files for sizes.

sample filename breakdown:

PEPSI_H1_1C_NB KEY: horizontal 1 no background H = Horizontal V = Vertical 1 color S = Square SS = Square Small SD = Stacked SDS = Stacked Small C = Color B = Background NB = No Background

H1, Backgrounds

4-Color Process

3-Color

PEPSI_H1_4C.EPS

PEPSI_H1_3C.EPS

2-Color

1-Color

PEPSI_H1_2C.EPS

PEPSI_H1_1C_PMS.EPS

01 Logos

Primary Horizontal Formats without Backgrounds High resolution logos are available through the website below: http://serengeti.safarisundays.com user: xpert pw: marketing folder: PepsiCo International Any server questions, please contact Jen Vest at = 1 347.594.5050 or jen@safarisundays.com.

H1, No Backgrounds

4-Color

2-Color

PEPSI_H1_4C_NB.EPS

PEPSI_H1_2C_NB.EPS

1-Color

B&W

PEPSI_H1_1C_NB_PMS.EPS

PEPSI_H1_BW_NB.EPS B&W should only be used when color printing is not available

/ 01.04

01 Logos

/ 01.05

Additional Horizontal Formats Because the Standard Pepsi Brand Identity H1 does not work for all applications, the approved H4 configurations shown here have been provided for custom needs.

Versions for usage where globe reproduces at less than 1” are also available.

H4, Backgrounds

H4, No Backgrounds

4-Color

4-Color

PEPSI_H4_secondary_4C.EPS

PEPSI_H4_secondary_4C_NB.EPS

3-Color

2-Color

PEPSI_H4_secondary_3C.EPS

PEPSI_H4_secondary_2C_NB.EPS

2-Color

1-Color

PEPSI_H4_secondary_2C.EPS

PEPSI_H4_secondary_1C_PMS_NB.EPS

1-Color

B&W

PEPSI_H4_secondary_1C_PMS.EPS

PEPSI_H4_secondary_1C_NB.EPS B&W should only be used when color printing is not available

PEPSI Style guide 2010

01 Vertical Formats

/ 01.06

Vertical Formats with Backgrounds For occasions when a vertical orientation is needed, the V1 format was designed as the vertical logo of first choice.

The V4 format is for use in extreme cases only.

Versions for usage where globe reproduces at less than 1” are also available.

V1, Backgrounds 4-Color

3-Color

2-Color

1-Color

PEPSI_V1_4C.EPS

PEPSI_V1_3C.EPS

PEPSI_V1_2C.EPS

PEPSI_V1_1C_PMS.EPS

4-Color

3-Color

2-Color

1-Color

PEPSI_V4_4C.EPS

PEPSI_V4_3C.EPS

PEPSI_V4_2C.EPS

PEPSI_V4_1C_PMS.EPS

V4, Backgrounds

PEPSI Style guide 2010

01 Vertical Formats

/ 01.07

Vertical Formats without Backgrounds For occasions when a vertical orientation is needed, the V1 format was designed as the vertical logo of first choice.

The V4 format is for use in extreme cases only.

Versions for usage where globe reproduces at less than 1” are also available.

V1, No Backgrounds 4-Color

2-Color

1-Color

B&W

PEPSI_V1_4C_NB.EPS

PEPSI_V1_2C_NB.EPS

PEPSI_V1_1C_PMS_NB.EPS

PEPSI_V1_1C_NB.EPS B&W should only be used when color printing is not available

V4, No Backgrounds

4-Color

PEPSI_V4_4C_NB.EPS

2-Color

PEPSI_V4_2C_NB.EPS

1-Color

PEPSI_V4_1C_PMS_NB.EPS

B&W

PEPSI_V4_1C_NB.EPS B&W should only be used when color printing is not available

PEPSI Style guide 2010

01 Logos

/ 01.08

Stacked Formats For occasions when a stacked orientation is needed, the S1 format was designed as the stacked logo of first choice.

Versions for usage where globe reproduces at less than 1” are also available.

S1, Backgrounds 4-Color

3-Color

2-Color

1-Color

PEPSI_SD1_4C.EPS

PEPSI_SD1_3C.EPS

PEPSI_SD1_2C.EPS

PEPSI_SD1_1C_PMS.EPS

4-Color

2-Color

1-Color

B&W

PEPSI_SD1_4C_NB.EPS

PEPSI_SD1_2C_NB.EPS

PEPSI_SD1_1C_PMS_NB.EPS

S1, No Backgrounds

PEPSI_SD1_1C_NB.EPS B&W should only be used when color printing is not available

PEPSI Style guide 2010

01 Logos

/ 01.09

Logo Don’ts

Examples of how NOT to use the new Pepsi identity elements are shown here.

Please strive diligently to follow the guidelines in this Look Book to ensure a consistent and powerful Pepsi presence in the marketplace.

Do not try to replicate the Pepsi logotype font.

Do not angle the logo

Do not stretch or condense the logo

Do not flip the vertical orientation of the logo

Do not change the proportions of the wordmark or pepsi smile

Do not change the proprietary logo colors

Do not print the logo in PMS colors other than specified

pepsi sp rt Do not attempt to recreate the logo

Do not use the logo within typography except for the “Word Play” campaign

Do not crop the logo

PEPSI Style guide 2010

01 Logos Pepsi Light Logo

/ 01.10

PEPSI Style guide 2010

01 Logos

/ 01.11

Color Variations The primary Pepsi brand identity is reproduced in PMS colors indicated below. If PMS is not available you may use 4 color process equivalents speciďŹ ed beneath each PMS swatch.

A metallic substrate is preffered.

4-Color Process Primary Colors PMS 2945 C100 Y45 K14

PMS 185 M91 Y76

PMS 877 PMS 877, K 40 or metallic substrate

2-Color PMS

1-Color PMS

B&W B&W should only be used when color printing is not available

PEPSI Style guide 2010

01 Logos

Primary Horizontal Formats with Backgrounds Versions for usage where globe reproduces at less than 1” are also available.

DO NOT alter the electronic files for the approved logos shown in this book. Utilize supplied formats whenever possible as they have been carefully designed to fit many potential applicatons. Some production files have size usage limitations. See individual files for sizes.

High resolution logos are available through the website below: http://serengeti.safarisundays.com user: xpert pw: marketing folder: PepsiCo International

/ 01.12

sample filename breakdown:

PEPSI_H1_1C_NB KEY: horizontal 1 no background H = Horizontal V = Vertical 1 color S = Square SS = Square Small SD = Stacked SDS = Stacked Small C = Color B = Background NB = No Background

Any server questions, please contact Jen Vest at + 1 347.594.5050 or jen@safarisundays.com.

H1, Backgrounds 4-Color Process

3-Color

PEPSI_LIGHT_H1_4C.EPS

PEPSI_LIGHT_H1_3C.EPS

01 Logos

/ 01.13

Primary Horizontal Formats without Backgrounds Because the Standard Pepsi Brand Identity H1 does not work for all applications, the approved configurations shown here have been provided for custom needs.

Versions for usage where globe reproduces at less than 1” are also available.

H1, No Backgrounds

4-Color

2-Color

PEPSI_LIGHT_H1_4C_NB.EPS

PEPSI_LIGHT_H1_2C_NB.EPS

2-Color

B&W

PEPSI_LIGHT_H1_1C_PMS_NB.EPS

PEPSI_LIGHT_H1_1C_NB.EPS B&W should only be used when color printing is not available

01 Logos

/ 01.14

Additional Horizontal Formats Because the Standard Pepsi Brand Identity H1 does not work for all applications, the approved H4 configurations shown here have been provided for custom needs.

Versions for usage where globe reproduces at less than 1” are also available.

H4, Backgrounds

H4, No Backgrounds

4-Color

4-Color

PEPSI_LIGHT_H4_secondary_4C.EPS

PEPSI_LIGHT_H4_secondary_4C_NB.EPS

3-Color

2-Color

PEPSI_LIGHT_H4_secondary_3C.EPS

PEPSI_LIGHT_H4_secondary_2C_NB.EPS

1-Color

PEPSI_LIGHT_H4_secondary_1C_PMS_NB.EPS B&W

PEPSI_LIGHT_H4_secondary_1C_NB.EPS B&W should only be used when color printing is not available

PEPSI Style guide 2010

01 Vertical Formats Vertical Formats with Backgrounds For occasions when a vertical orientation is needed, the V1 format was designed as the vertical logo of first choice.

The V4 format is for use in extreme cases only.

Versions for usage where globe reproduces at less than 1” are also available.

V1, Backgrounds 4-Color

3-Color

PEPSI_LIGHT_V1_4C.EPS

PEPSI_LIGHT_V1_3C.EPS

V4, Backgrounds 4-Color

3-Color

PEPSI_LIGHT_V4_4C.EPS

PEPSI_LIGHT_V4_3C.EPS

/ 01.15

01 Vertical Formats

/ 01.16

Vertical Formats without Backgrounds For occasions when a vertical orientation is needed, the V1 format was designed as the vertical logo of first choice.

The V4 format is for use in extreme cases only.

Versions for usage where globe reproduces at less than 1” are also available.

V1, No Backgrounds 4-Color

2-Color

PEPSI_LIGHT_V1_4C_NB

PEPSI_LIGHT_V1_2C_NB

1-Color

PEPSI_LIGHT_V1_1C_PMS_NB

B&W

PEPSI_LIGHT_V1_1C_NB B&W should only be used when color printing is not available

V4, No Backgrounds 4-Color

2-Color

PEPSI_LIGHT_V4_4C_NB

PEPSI_LIGHT_V4_2C_NB

1-Color

PEPSI_LIGHT_V4_1C_PMS_NB

B&W

PEPSI_LIGHT_V4_1C_NB B&W should only be used when color printing is not available

PEPSI Style guide 2010

01 Logos

/ 01.17

Stacked Formats For occasions when a stacked orientation is needed, the S1 format was designed as the stacked logo of first choice.

Versions for usage where globe reproduces at less than 1” are also available.

S1, Backgrounds

4-Color

3-Color

PEPSI_LIGHT_SD1_4C

PEPSI_LIGHT_SD1_3C

S1, No Backgrounds

4-Color

2-Color

PEPSI_LIGHT_SD1_4C_NB

PEPSI_LIGHT_SD1_2C_NB

1-Color

PEPSI_LIGHT_SD1_1C_PMS_NB PEPSI_LIGHT_SD1_1C_NB B&W should only be used when color printing is not available

PEPSI Style guide 2010

01 Logos Pepsi Diet Logo

/ 01.18

PEPSI Style guide 2010

01 Logos

/ 01.19

Color Variations The primary Pepsi brand identity is reproduced in PMS colors indicated below. If PMS is not available you may use 4 color process equivalents speciďŹ ed beneath each PMS swatch.

A metallic substrate is preffered.

4-Color Process Primary Colors PMS 2945 C100 Y45 K14

PMS 185 M91 Y76

PMS 877 PMS 877, K 40 or metallic substrate

2-Color PMS

1-Color PMS

B&W B&W should only be used when color printing is not available

PEPSI Style guide 2010

01 Logos

/ 01.20

Primary Horizontal Formats with Backgrounds Versions for usage where globe reproduces at less than 1” are also available.

sample filename breakdown:

DIET PEPSI_H1_1C_NB KEY: H = Horizontal V = Vertical S = Square SD = Stacked C = Color B = Background NB = No Background

H1, Backgrounds

4-Color Process

3-Color

DIET_PEPSI_H1_4C.EPS

DIET_PEPSI_H1_3C.EPS

horizontal 1

no background 1 color

01 Logos

Primary Horizontal Formats without Backgrounds

/ 01.21

Because the Standard Pepsi Brand Identity H1 does not work for all applications, the approved configurations shown here have been provided for custom needs.

Versions for usage where globe reproduces at less than 1” are also available.

H1, No Backgrounds

4-Color

2-Color

DIET_PEPSI_H1_4C_NB.EPS

DIET_PEPSI_H1_2C_NB.EPS

1-Color

B&W

DIET_PEPSI_H1_1C_PMS_NB.EPS

DIET_PEPSI_H1_1C_NB.EPS B&W should only be used when color printing is not available" for the B&W logo

01 Logos

/ 01.22

Additional Horizontal Formats Because the Standard Pepsi Brand Identity H1 does not work for all applications, the approved H4 configurations shown here have been provided for custom needs.

Versions for usage where globe reproduces at less than 1” are also available.

H4, Backgrounds

H4, No Backgrounds

4-Color

4-Color

DIET_PEPSI_H4_secondary_4C.EPS

DIET_PEPSI_H4_secondary_4C_NB.EPS

3-Color

2-Color

DIET_PEPSI_H4_secondary_3C.EPS

DIET_PEPSI_H4_secondary_2C_NB.EPS

1-Color

DIET_PEPSI_H4_secondary_1C_PMS_NB.EPS

DIET_PEPSI_H4_secondary_1C_NB.EPS B&W should only be used when color printing is not available" for the B&W logo

PEPSI Style guide 2010

01 Vertical Formats Vertical Formats with Backgrounds For occasions when a vertical orientation is needed, the V1 format was designed as the vertical logo of first choice.

The V4 format is for use in extreme cases only.

Versions for usage where globe reproduces at less than 1” are also available.

V1, Backgrounds 4-Color

3-Color

DIET_PEPSI_V1_4C.EPS

DIET_PEPSI_V1_3C.EPS

V4, Backgrounds 4-Color

3-Color

DIET_PEPSI_V4_4C.EPS

DIET_PEPSI_V4_3C.EPS

/ 01.23

01 Vertical Formats

/ 01.24

Vertical Formats without Backgrounds For occasions when a vertical orientation is needed, the V1 format was designed as the vertical logo of first choice.

The V4 format is for use in extreme cases only.

Versions for usage where globe reproduces at less than 1” are also available.

V1, No Backgrounds 1-Color

B&W

4-Color

2-Color

DIET_PEPSI_V1_4C_NB.EPS

DIET_PEPSI_V1_2C_NB.EPS DIET_PEPSI_V1_1C_PMS_NB.EPS DIET_PEPSI_V1_1C_NB.EPS B&W should only be used when color printing is not available" for the B&W logo

V4, No Backgrounds 1-Color

B&W

4-Color

2-Color

DIET_PEPSI_V4_4C_NB.EPS

DIET_PEPSI_V4_2C_NB.EPS DIET_PEPSI_V4_1C_PMS_NB.EPS DIET_PEPSI_V4_1C_NB.EPS B&W should only be used when color printing is not available" for the B&W logo

PEPSI Style guide 2010

01 Logos

/ 01.25

Stacked Formats For occasions when a stacked orientation is needed, the S1 format was designed as the stacked logo of first choice.

Versions for usage where globe reproduces at less than 1” are also available.

S1, Backgrounds 4-Color

3-Color

DIET_PEPSI_SD1_4C

DIET_PEPSI_SD1_3C

S1, No Backgrounds 4-Color

2-Color

DIET_PEPSI_SD1_4C_NB

DIET_PEPSI_SD1_2C_NB

1-Color

DIET_PEPSI_SD1_1C_PMS_NB

B&W

DIET_PEPSI_SD1_1C_NB B&W should only be used when color printing is not available" for the B&W logo

PEPSI Style guide 2010

01 Logos Pepsi Max Logo

/ 01.26

PEPSI Style guide 2010

01 Logos

/ 01.27

Color Variations The primary Pepsi brand identity is reproduced in PMS colors indicated below. If PMS is not available you may use 4 color process equivalents speciďŹ ed beneath each PMS swatch.

PMS Primary 540 Colors PMS 2945 C100 M45 K14

PMS 185 M91 Y76

BLACK K100

1-Color B&W B&W should only be used when color printing is not available

PEPSI Style guide 2010

01 Logos

Primary Horizontal Formats with Backgrounds Versions for usage where globe reproduces at less than 1” are also available.

DO NOT alter the electronic files for the approved logos shown in this book. Utilize supplied formats whenever possible as they have been carefully designed to fit many potential applicatons. Some production files have size usage limitations. See individual files for sizes.

/ 01.28

sample filename breakdown:

PEPSI_H1_1C_NB KEY: horizontal 1 no background H = Horizontal V = Vertical 1 color S = Square SS = Square Small SD = Stacked SDS = Stacked Small C = Color B = Background NB = No Background

H1, Backgrounds 4-Color Process

3-Color

PEPSI_MAX_H1_4C.EPS

PEPSI_MAX_H1_3C.EPS

01 Logos

Primary Horizontal Formats without Backgrounds Because the Standard Pepsi Brand Identity H1 does not work for all applications, the approved conďŹ gurations shown here have been provided for custom needs.

Versions for usage where globe reproduces at less than 1� are also available.

H1, No Backgrounds 4-Color

3-Color

PEPSI_MAX_H1_4C_NB.EPS

PEPSI_MAX_H1_3C_NB.EPS

1-Color

PEPSI_MAX_H1_1C_NB.EPS B&W should only be used when color printing is not available

/ 01.29

01 Logos

/ 01.30

Additional Horizontal Formats Because the Standard Pepsi Brand Identity H1 does not work for all applications, the approved H4 conďŹ gurations shown here have been provided for custom needs.

Versions for usage where globe reproduces at less than 1� are also available.

H4, Backgrounds

H4, No Backgrounds

4-Color

4-Color

PEPSI_MAX_H4_secondary_4C.EPS 3-Color

PEPSI_MAX_H4_secondary_3C.EPS

PEPSI_MAX_H4_secondary_4C_NB.EPS 3-Color

PEPSI_MAX_H4_secondary_3C_NB.EPS 1-Color

PEPSI_MAX_H4_secondary_1C_NB.EPS B&W should only be used when color printing is not available

PEPSI Style guide 2010

01 Vertical Formats

Vertical Formats with Backgrounds For occasions when a vertical orientation is needed, the V1 format was designed as the vertical logo of ďŹ rst choice.

The V4 format is for use in extreme cases only.

Important note about the globe - the Pepsi globe should always remain horizontal, even when the Pepsi Max wordmark is rotated vertically Versions for usage where globe reproduces at less than 1� are also available.

V1, Backgrounds 4-Color

3-Color

PEPSI_MAX_V1_4C.EPS

PEPSI_MAX_V1_3C.EPS

V4, Backgrounds 4-Color

3-Color

PEPSI_MAX_V4_4C.EPS

PEPSI_MAX_V4_3C.EPS

/ 01.31

01 Vertical Formats

/ 01.32

Vertical Formats without Backgrounds For occasions when a vertical orientation is needed, the V1 format was designed as the vertical logo of first choice.

The V4 format is for use in extreme cases only.

Versions for usage where globe reproduces at less than 1” are also available.

V1, No Backgrounds 4-Color

PEPSI_MAX_V1_4C_NB.EPS

3-Color

PEPSI_MAX_V1_3C_NB.EPS

1-Color

PEPSI_MAX_V1_1C_NB.EPS B&W should only be used when color printing is not available

V4, No Backgrounds 4-Color

3-Color

PEPSI_MAX_V4_4C_NB.EPS

PEPSI_MAX_V4_3C_NB.EPS

1-Color

PEPSI_MAX_V4_1C_NB.EPS B&W should only be used when color printing is not available

PEPSI Style guide 2010

02 Logos

/ 01.33

Twist and Caffeine Free logos We developed the H1 logo to use as guide. Other color variations and formats can be developed locally.

Versions for usage where globe reproduces at less than 1” are also available.

DO NOT alter the electronic files for the approved logos shown in this book. Utilize supplied formats whenever possible as they have been carefully designed to fit many potential applicatons. Some production files have size usage limitations. See individual files for sizes.

H1, Backgrounds

PEPSI_TWIST_H1_4C.EPS

PEPSI_LIGHTTWIST_H1_4C.EPS

PEPSI_CAFFEINE_H1_4C_.EPS

PEPSI_LIGHTCAFFEINE_H1_4C_.EPS

PEPSI Style guide 2010

02 Packaging Core Packaging / 02.01 Limited Edition / 02.07 Promotion Templates / 02.08 Packaging is presented here for information only Artworks remain distributed only through PepsiCo approved global studios (see contacts page for the relevant studio in your region or country). Only Pepsi Regular, Pepsi Light and Pepsi Max are presented here, however artworks have been developed and distributed to global studios for Pepsi Diet, Pepsi Twist, Pepsi Diet Twist, Pepsi Caffeine Free and Pepsi Diet Caffeine Free as well.

Local packaging artworks still require approval through Support Center Marketing prior to printing.

/ 02.00

PEPSI Style guide 2010

02 Packaging

Pepsi :: Packaging as media

This global packaging which will not be used in the MEA.

Pepsi 330mL can artwork

Pepsi 500mL artwork

Pepsi 1.5L artwork

/ 02.01

PEPSI Style guide 2010

02 Packaging

/ 02.02

Pepsi :: Core Packaging

Pepsi 12 pack cans carton

Pepsi 6 pack cans shrink wrap

Pepsi 1.5L - 4 pack shrink wrap

PEPSI Style guide 2010

02 Packaging

Pepsi Light :: Core Packaging Our packaging will not use this design.

Check MEA design in the following page.

Pepsi Light 330mL can artwork

Pepsi Light 500mL artwork

Pepsi Light 1.5L artwork

/ 02.03

PEPSI Style guide 2010

02 Packaging

Pepsi Light :: Core Packaging

/ 02.04

Pepsi Light 12 pack cans multipack

Pepsi Light 6 pack cans multipack

Pepsi Light 1.5L - 4 pack multipack

PEPSI Style guide 2010

02 Packaging

Pepsi Max :: Core Packaging

Pepsi Max 330mL can artwork

Pepsi Max 500mL artwork

Pepsi Max 500mL short neck PET

Pepsi Max 1.5mL artwork

/ 02.05

PEPSI Style guide 2010

02 Packaging

Pepsi Max :: Core Packaging

/ 02.06

Pepsi Max 12 pack cans carton

Pepsi Max 6 pack cans multipack

Pepsi Max 1.5L - 4 pack multipack

PEPSI Style guide 2010

02 Packaging

/ 02.07

Pepsi :: Limited Edition Limited edition graphics will be developed on an on-going basis, to maintain high consumer engagement, and celebrate Pepsi iconic value. These limited editions will in particular support major Pepsi campaigns such as Football or Refresh Your World.

Local limited editions may be developed to support local activity (such as Chinese New Year or Ramadan celebration), pending Support Center

Marketing and Trademark approval of proposed graphics.

A ďŹ rst 2010 Limited Edition will be released in September 2009, building on the success of 2009 "Globe as Icon" series.

Design 1

Design 1 and 3 will be used permanently in MEA.

Design 3

PEPSI Style guide 2010

02 Packaging

Pepsi :: Promotional Templates Strict guidelines for promotional execution have been developed, enabling both consumer promotions, and value promotions. The same principles and designs apply across the whole Pepsi trademark portfolio - however only Pepsi regular is presented in this Look Book. All other variants and formats are available through the global studios.

Pepsi 1.5mL price promotional template

Pepsi 1.5mL consumer promotional template

/ 02.08 Consumer promotions may be applied across all formats. Value promotions may only be applied on MultiServe formats, or Multipacks ; not Single Serve formats.

Style guide 2010

Pepsi 6pk cans price promotional template

/ 02.09

Pepsi 6pk cans consumer promotional template

PEPSI Style guide 2010

03 Photography For the following, we recommend working on them with our own MEA designs.

Pepsi product photography / 03.01 Pepsi Light product photography / 03.03 Pepsi Max product photography / 03.05

/ 03.00

PEPSI Style guide 2010

/ 03.01

03 Photography

Pepsi Product Photography High resolution product photography is available through the website below: http://serengeti.safarisundays.com user: xpert pw: marketing folder: PepsiCo International Any server questions, please contact Jen Vest at =1 347.594.5050 or jen@safarisundays.com.

fountain cup wet

330ml angled wet can

330ml angled dry can

fountain cup dry

330ml wet can

330ml dry can

PEPSI Style guide 2010

/ 03.02

03 Photography Pepsi Product Photography

500 ML straight on wet 500 ML straight on dry

500ML angled wet

500ML angled dry

1.5L straight on wet

1.5L angled wet

1.5L straight on dry

1.5L angled dry

2L straight on wet

2L straight on dry

2L angled wet

2L angled dry

PEPSI Style guide 2010

/ 03.03

03 Photography Pepsi Light Product Photography

330ml straight on wet can

330ml angled wet can

330ml straight on dry can

330ml angled dry can

PEPSI Style guide 2010

/ 03.04

03 Photography Pepsi Light Product Photography

500ml straight on wet

500ml angled wet

500ml straight on dry

1.5 straight on wet

500ml angled dry

1.5L angled wet

1.5 straight on dry

2L straight on wet

2L straight on dry

1.5L angled dry

2L angled wet

2L angled dry

PEPSI Style guide 2010

/ 03.05

03 Photography

Pepsi Max Product Photography

330ml wet can

330ml dry can

500ml wet

500ml dry

fountain cup wet

330ml angled wet can

330ml angled dry can 500ml wet

500ml dry

fountain cup dry

330ml angled wet can

330ml angled dry can 500ml angled wet

500ml angled dry

PEPSI Style guide 2010

/ 03.06

03 Photography

Pepsi Max Product Photography

500ml straight on wet

500ml angled wet

500ml straight on dry

500ml angled dry

1.5 straight on wet

1.5 angled wet

1.5 straight on dry

1.5 angled dry

2L straight on wet

2L angled wet

2L straight on dry

2L angled dry

PEPSI Style guide 2010

04 Presence Tools All the following presence tools can be used in MEA.

Pepsi Presence / 04.01

Transition Principles / 04.03 Spectacular Presence / 04.04 Presence Tools Summary / 04.05 Equipment / 04.10 High Impact Visi-Cooler / 04.12 Fleet / 04.13 POS / 04.15

Pepsi Max Presence / 04.16

Alternative Looks / 04.17 Horizontal Looks / 04.18 Equipment / 04.19 High Impact Visi-Cooler / 04.20 Fleet / 04.21 Street / 04.22

/ 04.00

PEPSI Style guide 2010

04 Presence Our new logo is available for application across Presence material and the guidelines for application are in the following section.

/ 04.01

PEPSI Style guide 2010

04 Presence In addition to this, for those markets which want to drive additional refreshment, added dimension and dynamism in outdoor presence the following logo is available.

This is available only for Permanent Presence executions.

1.Iconic outdoor locations 2.Equipment (Fridges, vending machines, Postmix, vehicles, vendors) 3.Permanent Presence material (Shop fronts, Menu boards) This should not be used for the following material; 1.Packaging 2.In Store promotional material

/ 04.02

PEPSI Style guide 2010

04 Presence

/ 04.03

TRANSITION PRINCIPLES As in any logo change, there are considerable costs in converting the system. Therefore, this toolkit addresses the needs to convert our brand image, whilst also recognizing that many forms of Presence will need to be converted in a soft changeover – in many occasions taking up to 10 yrs for full conversion (existing equipment for example.

The principles to follow are; Hard Conversion • All new equipment orders (fridges, vending machines, postmix, trucks, freighters) • New Outdoor presence • High traffic Presence locations (shop fronts, billboards, buildings, permanent presence)

Soft Conversion* • Existing equipment • Existing PET with globe on shoulder • Existing permanent presence in low traffic locations (BU discretion) * Soft conversion refers to when natural attrition of existing inventory is depleted, new presence should be implemented.

PEPSI Style guide 2010

04 Presence

/ 04.04

SPECTACULAR PRESENCE In addition to our new core Presence material, there is a new Spectacular Cola device for use in one off iconic locations in market. These locations should be landmark sites which will create huge buzz in their own rite and significant cut through and awareness when this graphic is applied.

There are static and video options available to deliver on this objective. Video options will represent a loop of the 3D logo in cola with the unique magic of cola around it – bubbles, floating ice, fizz etc.

The purpose of this graphic vs the core material is threefold; 1. Drive the association of Pepsi with the ultimate in refreshment 2. Drive the iconic nature of cola category - enticing color & bubbles 3. Contribute to Pepsi owning the cola imagery in the category

SC will partner with interested lead markets to implement this in 2010.

PEPSI Style guide 2010

04 Presence

/ 04.05

PEPSI PRESENCE TOOLS SUMMARY This section describes the details of each Presence graphic and how to use them.

1. Core 2D Presence graphic 2X

2X

To maintain the integrity of the design, the Primary Core Graphic should never be cropped beyond the following limitations. Using the space between the globe and the Pepsi wordmark to represent x, the distance between the top and side of the Globe and the edge of the allotted space should never be less than x or 2x, and the distance between bottom of the Pepsi logo and the edge of the allotted space should never be less than x.

X

X

The Pepsi globe, Pepsi type, and the gradation background designed to work together as a unit. DO NOT separate or scale each elements independently.

X

Core Landscape image X

X X

X

X

Core Portrait image X 1/2 X

1/2 X

Core Horizontal Image

X

X

PEPSI Style guide 2010

/ 04.06

04 Presence PEPSI PRESENCE TOOLS SUMMARY This section describes the details of each Presence graphic and how to use them.

1. Core 3D Presence graphic 3X

3X

To maintain the integrity of the design, the Primary Core Graphic should never be cropped beyond the following limitations. Using the space between the globe and the Pepsi wordmark to represent x, the distance between the top and side of the Globe and the edge of the allotted space should never be less than x or 2x, and the distance between bottom of the Pepsi logo and the edge of the allotted space should never be less than x.

X

X

The Pepsi 3Dglobe, Pepsi type, white glow behind the globe and the gradation background designed to work together as a unit. DO NOT separate or scale each elements independently.

X

Core Landscape image X

X

X

X

Core Portrait image X

1/2 X

1/2 X

Core Horizontal Image

X

X

PEPSI Style guide 2010

/ 04.07

04 Presence PEPSI SPECTACULAR

3X

3X X

X

To maintain the integrity of the design, the Primary Core Graphic should never be cropped beyond the following limitations. Using the space between the globe and the Pepsi wordmark to represent x, the distance between the top and side of the Globe and the edge of the allotted space should never be less than x or 2x, and the distance between bottom of the Pepsi logo and the edge of the allotted space should never be less than x.

X

Core Landscape image

X

X

2X

X

Core Portrait image X

1/2 X

1/2 X

Core Horizontal Image

X

X

PEPSI Style guide 2010

04 Presence Tools PEPSI PRESENCE

/ 04.08

PEPSI Style guide 2010

04 Presence Tools PEPSI PRESENCE

/ 04.09

PEPSI Style guide 2010

04 Presence Tools

/ 04.10

Equipment

Pepsi equipment in 2009 will feature the new look.

Shown here are a Fountain Unit and Visi Cooler. Contact your local equipment supplier to order equipment with new Pepsi graphics.

Fountain Unit

Vending

Ice Chest

Visi-Cooler

PEPSI Style guide 2010

04 Presence Tools

/ 04.11

Equipment

Pepsi equipment in 2009 will feature the new look.

Shown here are a Fountain Unit and Visi Cooler. Contact your local equipment supplier to order equipment with new Pepsi graphics.

Fountain Unit

Vending

Ice Chest

Visi-Cooler

PEPSI Style guide 2010

04 Presence Tools

Pepsi :: High Impact Visi-Cooler Contact your local equipment supplier to order equipment with new Pepsi graphics.

/ 04.12

PEPSI Style guide 2010

04 Presence Tools

Fleet

The new Pepsi design is available for fleet.

/ 04.13

PEPSI Style guide 2010

04 Presence Tools

Fleet

The new Pepsi design is available for fleet.

/ 04.14

PEPSI Style guide 2010

04 Presence Tools

Pepsi POS

In order to drive in store excitement and iconography for Pepsi .we have a variety of designs that celebrate the logo as icon

/ 04.12

PEPSI Style guide 2010

04 Presence

Pepsi Max :: Core Look

Pepsi Max presence celebrates the stimulation and energy of Max‌ the "amplified cola kick"! Max primary look focuses on the "short neck" hero PET bottle, which has been proven the #1 driver of consumer choice in Pepsi Max/kick launches in Mexico and China in 2009 - it is the best expression of Max bold DNA for permanent signage.

/ 04.16

PEPSI Style guide 2010

04 Presence

Pepsi Max :: Alternative Looks For markets who do not have the short neck bottle, versions of the presence look with a can, or a Max logo, have been developed with the same energy.

/ 04.17

PEPSI Style guide 2010

04 Presence

Pepsi Max :: Horizontal Looks

/ 04.18

PEPSI Style guide 2010

04 Presence Tools

/ 04.19

Pepsi Max :: Equipment

Pepsi Max equipment in 2010 will feature the new look.

Shown here are a Fountain Unit and Visi Cooler. Contact your local equipment supplier to order equipment with new Pepsi graphics.

Fountain Unit

Vending

Ice Chest

Visi-Cooler

PEPSI Style guide 2010

04 Presence Tools

Pepsi Max :: High Impact Visi-Cooler

/ 04.20

PEPSI Style guide 2010

04 Presence Tools

Pepsi Max :: Fleet

/ 04.21

PEPSI Style guide 2010

04 Presence Pepsi Max :: Street

/ 04.22

PEPSI Style guide 2010

05 Contacts Pepsi Contacts / 05.01

/ 05.00

PEPSI Style guide 2010

05 Contacts

/ 05.01

Contacts

Pepsi Marketing Global Marketing Director, Pepsi Thomas Moradpour...............................+1 (914) 253-3478 Thomas.Moradpour@pepsi.com Global Marketing Director, Pepsi Michael Duffy...............................+1 (914) 253-2106 Michael.J.Duffy@pepsi.com Pepsi Graphics Logo Usage/Identity and Packaging Guidelines Art Director Phanyada Sherry Voytek...............................+1 (914) 253-3290 Sherry.Voytek@pepsi.com Product Photography, Equipment graphics, and Presence Materials Senior Art Director John Mierisch...............................+1 (914) 253-3276 John.Mierisch@pepsi.com Graphics Commercialization - Supplier Development Lisa Frazier...............................+1 (914) 767-7095 Lisa.Frazier@pepsi.com Approved Pepsi Artwork Studios

Trademark Guidelines / Trademark Information

Europe and Latin America K-Creation Audrey Vanstrydonck...............................+32 2 7056800 audrey.vanstrydonck@kcp.be

Betsy Bilus...............................+1 (914) 253-3443 Elizabeth.Bius@pepsi.com

Asian Pacific Energi Dimity McDonald...............................+ 61 9212 1800 dmcdonald@energi.com.au

High Resolution Equipment artwork

India JWT Mayukh Hazarika...............................+91 9990955493 mayukh.hazarika@jwt.com China Gradation Design & Associates Cathy Yuen...............................+852 2314 8183 cathy@gradation.com.hk Ivy Cheng...............................+86 21 5404 7307 ivy@gradation.com.hk UK and Ireland Wyndeham Kestrel Lisa Bale...............................+44 (0) 1376 533053 lisabale@vcg-kestrel.com Middle East Dunes Mohamed Ghazi...............................+917 4 2285251 Ext: 221 Mohamed.ghazi@dunes.ae

ReyHan PGF Sale Troy Thurston.......................+1 (651) 256-0050 Ext: 6365 troy.thurston@reyhanpgf.com Project Manager James Douglas...............................+1 (651) 288-6362 James.douglas@reyhanpgf.com High Resolution Product Images, Presence and Logos http://serengeti.safarisundays.com user: lookbook pw: artguide folder: PepsiLookbook2010 contact Safari Sundays for server questions Jen Vest...............................+1 (347) 594-5050 Jen@SafariSundays.com