Pepsi-Cola's journey from a local pharmacist's creation to a global beverage giant is etched in the evolution of its iconic bottles. This article explores the history of vintage Diet Pepsi bottles, tracing their design changes and the stories they tell about the brand's growth and adaptation to changing times.
From "Brad's Drink" to Pepsi-Cola: The Early Years (1893-1906)
The Pepsi story begins in 1893, when Caleb Bradham, a pharmacist in New Bern, North Carolina, concocted a drink he called "Brad's Drink." This blend of carbonated water, sugar, vanilla, rare oils, and cola nuts was renamed "Pepsi-Cola" on August 28, 1898. Bradham devoted his energy to developing Pepsi-Cola into a full-fledged business, purchasing the "Bishop Factory" in New Bern for $5,000 in 1904 and moving all bottling and syrup operations there. Pepsi was initially sold in six-ounce bottles. The logo underwent several changes in these early years, reflecting the evolving brand identity.
Expansion and Innovation (1907-1933)
The Pepsi-Cola Company expanded rapidly, with its bottling network growing to 40 franchises by 1907. Pepsi-Cola became one of the first companies to modernize delivery, transitioning from horse-drawn carts to motor vehicles in 1908. However, the company faced challenges, and by 1933, Guth’s new Pepsi-Cola Company was insolvent.
The 12-Ounce Revolution (1934-1950)
A landmark year for Pepsi-Cola, 1934 saw the company begin selling its 12-ounce drink for five cents, the same price as six ounces of competitive colas. The 12-ounce bottle debuted in Baltimore and was an instant success. This strategy helped Pepsi-Cola gain a competitive edge during the Great Depression. In 1950, Alfred N. Steele became President and CEO of Pepsi-Cola, and the logo was redesigned to incorporate the "bottle cap" look.
Diet Pepsi: A Response to Changing Tastes (1964)
Diet Pepsi, initially test marketed as Patio Diet Cola in 1963, was rebranded and launched nationally in 1964. This marked the first diet cola to be distributed on a national scale in the United States. The drink was an alternative to Pepsi, containing no sugar and using artificial sweeteners (primarily aspartame). Distribution of Diet Pepsi expanded overseas, competing with The Coca-Cola Company's Tab in the 1960s and 1970s.
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The Rise of Diet Pepsi and Logo Evolution (1965-1986)
Expansion outside the soft drink industry began in 1965. Pepsi led the way into metrics by introducing the industry’s first two-liter bottles in 1970. In 1982, Pepsi Free, a caffeine-free cola, was introduced nationwide. By 1986, Diet Pepsi was the fourth highest selling soft drink in America, with a market share of 4.3 percent. The logo continued to evolve, with a more symmetrical look in the 1960s and the introduction of the globe logo in 1973.
New Flavors and Marketing Strategies (1987-1997)
The company experimented with new flavors in 1978. In the late 1980s, Michael J. Fox appeared in commercials for Diet Pepsi. Ray Charles endorsed Diet Pepsi in the early 1990s, using the tagline "You got the right one, baby!" Cindy Crawford also became a celebrity endorser for the brand. In 1991, Pepsi introduced the first beverage bottles containing recycled polyethylene terephthalate (or PET) into the marketplace. Brand Pepsi introduced its slogan, "Be Young. Have Fun." in 1993. In 1996, Pepsi launched one of the most ambitious entertainment sites on the World Wide Web. The GeneratioNext campaign was unveiled in 1997, focusing on youth and freshness.
The Ever-Changing Logo (1998-2008)
In 1998, Pepsi flipped the colors in its logo, with the globe moving up and over to sit just below the wordmark. The 1998 edition had depth, with a gradient background and a 3D effect. In 1999, Pepsi launched a new slogan and brand campaign: "The Joy of Cola." The logo received a tweak in 2003, and in 2006, the globe was turned into a cold glass of soda with condensation. In 2008, Pepsi redesigned its logo, with the blue and red Pepsi Globe logo becoming a series of "smiles."
Recent Developments (2009-Present)
In October 2008, PepsiCo announced it would be redesigning its logo and re-branding many of its products, including Diet Pepsi. The Classic Sweetener Blend variety was distinguished by its use of the 2003-2006 wordmark along with the "smile" logo and a light blue label background. By mid-2017, packages of Classic Sweetener Blend dropped the 2003 wordmark and began using the modernized wordmark instead.
Bottle Designs Through the Decades
The evolution of Pepsi bottles reflects changes in manufacturing technology, consumer preferences, and branding strategies.
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- 1906 - The Patent Bottle: With its distinctive hobble-skirt silhouette, this bottle established iconic visual elements. Its wider base provided stability, while the tailored pinch around the neck enabled easy gripping and pouring.
- 1916 - The Blow-Off Bottle: This iteration featured a wider bottle neck and shorter shoulder, improving functionality for mass bottling and distribution.
- 1940 - The Classic Pepsi Bottle: This sleek, streamlined bottle with ribbed embossing and a flat base became synonymous with Pepsi.
- 1958 - The Swirl Bottle: Featuring an intricate twisting motif, this stylistic bottle captured consumer attention.
- 1973 - The Dimple Bottle: This bottle introduced a modern take on ergonomics, with a dimpled indentation at its base for easier gripping.
- 1978 - 2-Liter PET Bottle: The advent of the PET plastic 2-liter bottle revolutionized the beverage industry, enabling larger volumes and reduced transportation costs.
- 1992 - The Crystal Pepsi Bottle: Made from transparent PET plastic, this bottle reflected a focus on visibility and purity.
- 2008 - The Pepsi Spire Bottle: This streamlined design featured a minimalist profile with a tapered base, conveying dynamism and modernity.
- 2023 - The Pepsi Globe Bottle: This design incorporates the Pepsi globe logo prominently, intertwining visual branding and utilitarian vessel.
Marketing and Advertising
Diet Pepsi began to be promoted independently in the late 1960s. The first television advertisement to feature Diet Pepsi as a standalone product was "Girlwatchers," which focused on the cosmetic aspects of the beverage. Musicians, athletes, and actors have been featured prominently in Diet Pepsi promotions. In 1985, Joe Montana and Dan Marino met in a hallway of what appeared to be a football stadium.
Diet Pepsi Variations
Additional variations of Diet Pepsi/Pepsi Light have been introduced over the years, with flavors such as wild cherry, vanilla, lemon, and lime. Caffeine-Free Diet Pepsi was introduced in 1982.
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