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.
Pepsi / AP
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.