Business Critical Issue

Pepsi aimed to attract new consumers, specifically Gen Z and Flavored Cola drinkers, into the Pepsi brand portfolio by offering distinctive range of tasty zero-sugar flavors.

Pepsi Treats represents a flavor-forward innovation, delivering indulgent zero-sugar cola options designed to provide a unique and enjoyable drinking experience.

The core objective of Pepsi’s research with Behaviorally was to  identify the most effective packaging visual identity from four potential design routes.

Predictive Solution

The designs were evaluated in both the UK and Saudi Arabia using Behaviorally’s PackFlash®, which simulates shopping environments through digitally recreated store settings. PackFlash leverages a proprietary behavioral framework and decades of packaging expertise to define and diagnose consumer experiences and behaviors that drive brand growth.

The research focused on two key objectives: first, to evaluate the designs' potential to influence shopper behavior at shelf across visibility, navigation, and purchase intent; and second, to assess how well each design conveyed the intended product messaging and supported brand equity.

Growth Outcomes

PackFlash identified a winning design that adopted a clean, simplified visual identity—intentionally avoiding complex graphics—to enhance shelf navigation and drive flavor differentiation. This was achieved through the use of vivid color cues and highly legible text that supported clearer communication of each variant.

Following minor refinements, the selected design has been successfully launched in the UK across two flavors: Strawberries 'N' Cream and Cream Soda.

The optimized packaging will contribute positively to brand visibility and market growth.

“Working with Behaviorally on the Pepsi Treats packaging was a positive and productive experience from start to finish.

The team’s expertise in packaging design and consumer insight really stood out. Before partnering with Behaviorally, we had worked with another supplier, but the approach lacked the actionable insights we needed. In contrast, Behaviorally brought real value through their validated testing methodologies - including effective shelf simulation - that delivered clear, data-driven guidance across multiple markets.

The final design captured our brand vision and resonated strongly with consumers, contributing significantly to the success of our product innovation.”

- Yuliya Kaspina, Pepsi Brand Insights Director, PepsiCo