Publications
Publications
- March 1998 (Revised August 1998)
- HBS Case Collection
Pepsi Blue
By: John A. Quelch
Abstract
Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to-date image and "ownership" of the color blue against Coca-Cola's "ownership" of the color red.
Keywords
Citation
Quelch, John A. "Pepsi Blue." Harvard Business School Case 598-097, March 1998. (Revised August 1998.)