The public relations industry has all sorts of niche specialties and compelling areas of expertise, but for those interested in branding — and packaging in particular — the news that Pepsi is updating its bottle design is a big deal. Packaging geeks are like Star Trek fans; they take what they love very seriously.

And they should. Brands ranging from Heinz to Chanel to POM to Maker’s Mark define themselves at least in part through their packaging. In cases like these, the public can easily identify the brand just by looking at the bottle. Pepsi, of course, wants to be a youthful brand — parlance for a hip and carefree edginess that hopefully sells itself to one’s equally cool peers — and hopes to leverage that image with a new “asymmetrical” bottle.

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