Publications
Publications
  • March 1998 (Revised August 1998)
  • Case
  • HBS Case Collection

Pepsi Blue

By: John A. Quelch
  • Format:Print
  • | Pages:9
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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

Competition; Advertising; Brands and Branding; Food and Beverage Industry; United States

Citation

Quelch, John A. "Pepsi Blue." Harvard Business School Case 598-097, March 1998. (Revised August 1998.)

About The Author

John A. Quelch

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