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New Pepsi bottle: Will the blocky shape bolster sales?

The new Pepsi bottle is part of PepsiCo's rebranding efforts, which include buying Super Bowl rights and partnering with Beyonce. The bottle hasn't changed in 17 years.

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The new Pepsi 20-ounce bottle has a contoured bottom half for easy gripping and a narrower wraparound label to expose more soda.

Pepsi / AP

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Pepsi is rolling out a new shape for its 20-ounce bottle for the first time in about 17 years.

The new bottle has a contoured bottom half that appears easier to grip, and the wraparound label is shorter so that more of the drink is exposed. The change follows a number of splashy moves in the past year by PepsiCo to improve results for its namesake soda, including a multiyear deal to sponsor the Super Bowl halftime show and a wide-ranging deal with pop star Beyonce.

Despite PepsiCo's stepped up efforts, its beverage volume in North America declined by 4 percent last year. That included a 4 percent declined in carbonated soft drinks and a 3 percent decline in non-carbonated drinks, according to a regulatory filing with the Securities and Exchange Commission.

 

PepsiCo Inc., based in Purchase, N.Y., has been working to revitalize the brand after losing market share to Coca-Cola Co. in recent years.

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