Business Week Cover Story

Is Tropicana's new branding Pepsico's latest step to posture for international growth?

100-Word Story Idea
Pepsico is at it again. On a recent grocery store trip, I noticed that Tropicana is now rebranded. This is just one of Pepsico’s many recent rebranding efforts – even the main Pepsi brand has been redesigned, although it seemed to be doing just fine, as is. Whiplash Design’s blog thought there was ”empty reason for change” with the Pepsi logo switch,  Brand Curve calls the new Tropicana logo ”generic,” and I think that all of the new packaging/logos have a distinct European retro/techno style. Does this signal that the US-focused beverage lines are going to make international expansion a priority in 2009? I think so.

10 Story Headlines
1. Tropicana, most recent Pepsico rebrand, signals global expansion
2. Tropi-global Orange Juice
3. Coca Cola watch out, Pepsi rebrands for a stronger international posture
4. Pepsico gears up for global expansion
5. Pepsi vs. Coke – is the battle about to turn into a world war?
6. Pepsi’s New Logos = International
7. Ciào Tropicana
8. Global on the Mind of Indra Nooyi, Pepsico CEO 
9. Tropicana везде
10. Las bebidas de Pepsico están en cada estante del colmado

Who could write this story?
Business Week, BeverageDaily.com, Brand Curve, Advertising Age, Brand Week, Ad Week, US News & World Report