May 8 2009
Not long after releasing their (controversial) new logo, Pepsi announces 'Pepsi Throwback'. Throwback features a retro look and is sweetened with natural sugar, as opposed to high-fructose corn syrup.
It looks like a similar product to Pepsi Retro, released last year in the Mexican market with a similar package. Also announced is Mountain Dew Throwback, here is the official summary from Pepsi:
This spring, Pepsi and Mountain Dew are inviting consumers on a nostalgic trip back in time by offering special retro versions of these popular beverages.
The Pepsi Throwback and Mountain Dew Throwback packaging feature a retro look and are sweetened with natural sugar, just as they were back in the '60s and '70s, to give consumers a taste of the past.
Pepsi seems to be on a natural kick, as we've also seen a few other variations released in the last year: Pepsi Natural in the U.S., Pepsi Raw in the U.K., and Pepsi Retro (as mentioned above). Why not just make all Pepsi natural? Here's a round-up of the new 'natural' variations around the globe:
Pepsi has said Throwback is a limited-time product, but I wouldn't mind seeing this retro packaging stick around. Thankfully, Pepsi Natural is supposed to be here to stay—although it's very hard to come by.
The full Pepsi Throwback packaging:
...and for some Pepsi nostalgia, check out the Throwback commercial:
UPDATE: New 15 second spots for Pepsi Throwback from TBWA\Chiat\Day, read more. (June 2, 2009)
Filed under: branding