NEWS
October 22, 2007
Pepsi uses new media to go retro

Pepsi is aligning with an online video channel that airs old TV shows as part of a rebranding effort.

The beverage brand is revamping its packaging to sport a retro look and will begin marketing the changes next month on the Minisode Network channel on Crackle.com, which features such old TV shows as "Bewitched," "I Dream of Jeannie" and "The Jeffersons."

According to Media Post, Pepsi branding will appear on the homepage of The Minisode Network. Custom ads created in conjunction with Sony Pictures Television will also run on the site, along with rich media banner ads.

Pepsi's global restyle initiative launched in February, with packaging graphics updates every few weeks to reflect themes like sports, music, fashion and cars. Each Pepsi design is accompanied by a web address that gives consumers access to exclusive online content, games, contests and sweepstakes.