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PEPSI GOES HOLLYWOOD: PEPSI-COLA UNVEILS NEW LOGO AT LANDMARK SITE, TEMPORARILY ALTERING HOLLYWOOD SIGN

 PEPSI GOES HOLLYWOOD: PEPSI-COLA UNVEILS NEW LOGO
 AT LANDMARK SITE, TEMPORARILY ALTERING HOLLYWOOD SIGN
 LOS ANGELES, Dec. 3 /PRNewswire/ -- Pepsi-Cola West, Southern California, today unveiled its new logo in a style that was truly Hollywood, staging its official Southern California launch by temporarily modifying the historic Hollywood sign.
 In a dramatic aerial unveiling, two 20-foot-high Pepsi cans displaying the new logo were nestled above each "L" of the Hollywood sign, giving the renowned Los Angeles trademark a new look for several hours. The bold new logo and package designs for Pepsi and Diet Pepsi brands and their caffeine-free versions, will be incorporated into the Southern California market beginning this month.
 "The joining of two distinctive symbols is fitting as we introduce our new logo to Los Angeles," said Miriam Schiffer, area marketing manager, Pepsi-Cola West, Southern California. "The Pepsi logo has been a powerful symbol of our evolving cultural history since 1898. Similarly, the widely recognized Hollywood sign, which also has undergone changes throughout the years, symbolizes the city of Los Angeles and its position as the entertainment capital of the world," she explained.
 "We wanted to present our new logo to Los Angeles in a way which would demonstrate visually Pepsi's participation in the Southern California region," said Schiffer. "For the past five years, through the Pepsi Playparks program, we have played a strong, contributory role in the community. The city of Los Angeles has recognized and rewarded the extent of our commitment by allowing us to incorporate the Hollywood Sign into this launch."
 In the new graphics, Pepsi's bull's-eye logo has evolved into a contemporary design, with a new, sleeker, more streamlined look. The new logo, a result of four years of intense consumer research, marks the eighth evolution of the Pepsi logo this century and the first permanent change since 1973. The taste of Pepsi remains the same.
 The new contemporary design also links sister brands Pepsi and Diet Pepsi more closely than ever before. The graphics communicate a sense of movement through modern italic typeface, which appears vertically on cans and horizontally on bottles and incorporate a streamlined version of Pepsi's famous blue and red "swirl," first introduced as Pepsi's "bottle cap" logo in 1943.
 Vending machines, fountain outlets, trucks and point-of-sale materials showcasing the new designs will be introduced throughout 1992. The new look will also reach international markets in 1992.
 Site of the Pepsi logo launch, the Hollywood Sign, which read "Hollywoodland," until 1949, was constructed in 1923 at a cost of $21,000; its letters, studded with light bulbs, were 30 feet wide and 50 feet tall. Decades of intermittent decay and refurbishing followed, and, in 1978, the sign was completely rebuilt. The current structure is 45 feet high, 450 feet long and weighs 480,000 pounds. The Hollywood Sign was declared Historical Monument No. 111 in 1973 by the Cultural Heritage Board of the city of Los Angeles.
 Pepsi-Cola West, Southern California, headquartered in Torrance, Calif. is a division of Pepsi-Cola, whose parent is PepsiCo Inc.
 -0- 12/3/91
 /CONTACT: Toni Miller or Lynne Gray of Hill and Knowlton Inc., 213-937-7460, for Pepsi-Cola West/ CO: Pepsi-Cola West ST: California IN: ENT FOD SU:


KJ-EH -- LA006 -- 8778 12/03/91 13:03 EST
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Publication:PR Newswire
Date:Dec 3, 1991
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