PepsiCo
BRAND DESIGN
PepsiCo, the multinational powerhouse in food and beverages, proudly showcases its iconic logo, featuring bold blue and red hues alongside a circular emblem, symbolizing unity and enjoyment. Central to PepsiCo's marketing ethos is its dedication to engaging consumers through cutting-edge advertising campaigns, celebrity endorsements, and immersive brand experiences, targeting a diverse global audience. Offering a wide array of products spanning carbonated beverages, snacks, and healthier options, PepsiCo positions itself as a go-to source for refreshment, flavor, and convenience. Operating with a keen focus on innovation, manufacturing efficiency, and sustainable practices, PepsiCo is committed to delivering top-notch products while minimizing environmental impact. Furthermore, the company prioritizes social responsibility and community involvement, championing education, health, and environmental stewardship initiatives.
BRAND HISTORY
Pepsi, a carbonated soft drink, was created by Caleb Bradham, a pharmacist and businessman from North Carolina, in 1898. Initially marketed from his New Bern, North Carolina pharmacy, Bradham named the drink "Pepsi-Cola". The brand gained popularity, leading Bradham to establish the Pepsi-Cola Company in 1902 and patent his recipe in 1903. However, the company faced financial challenges due to sugar rationing during World War I and a volatile sugar market after the war. Bradham declared bankruptcy in 1923 and returned to running pharmacies.
In 1923, the trademark and recipe for Pepsi were purchased by Craven Holding Corporation, and later in 1931, Roy Megargel and Charles Guth acquired the Pepsi trademark and business. Guth, the president of candy manufacturer Loft, used Loft's resources to reformulate the Pepsi syrup and replace Coca-Cola with Pepsi at Loft's stores and restaurants. In 1935, Loft won a lawsuit against Guth and officially absorbed Pepsi into its company, rebranding it as Pepsi-Cola Company in 1941.
In the 1960s, Pepsi-Cola expanded its product lines by creating Diet Pepsi and acquiring Mountain Dew. 1965 Pepsi-Cola Company merged with Frito-Lay, Inc., forming PepsiCo, Inc. The company was initially headquartered in Manhattan, New York, but later relocated to Purchase, New York, in 1970. In 1986, PepsiCo was reincorporated in North Carolina. After 39 years of trading on the New York Stock Exchange, PepsiCo transferred its shares to Nasdaq in 2017.
In the late 1970s to mid-1990s, PepsiCo expanded through acquisitions but later divested from non-core businesses in 1997. They sold and spun off various brands, including Pizza Hut, Taco Bell, KFC, and more. They then shifted towards acquiring companies like Tropicana, merging with Quaker Oats, and forming a joint venture in Russia. PepsiCo also entered the dairy space and made further acquisitions, including Bare Foods and SodaStream. They faced controversies, such as a lawsuit against Indian farmers and the terminating of their partnership in Indonesia. Additionally, PepsiCo set sustainability goals and sold a majority stake in Tropicana. In 2022, they acquired a stake in Celsius, an energy drink maker.
