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","descriptionText":"AriZona Beverages sells its 23 oz cans of iced tea for 99 cents, the same price since its 1992 launch. The company's founder and chairman Don Vultaggio shares strategies they've implemented to offset cost, and why they've maintained this price point amid rising inflation. "},{"title":"New Taco Bell drive-thru restaurant serves tacos using mini elevators","duration":"00:49","sourceName":"CNN","sourceLink":"http://www.cnn.com","videoCMSUrl":"/video/data/3.0/video/business/2022/06/08/taco-bell-defy-drive-thru-restaurant-nr-vpx.cnn/index.xml","videoId":"business/2022/06/08/taco-bell-defy-drive-thru-restaurant-nr-vpx.cnn","videoImage":"//cdn.cnn.com/cnnnext/dam/assets/220607111137-02-taco-bell-defy-four-lane-drive-thru-large-169.jpg","videoUrl":"/videos/business/2022/06/08/taco-bell-defy-drive-thru-restaurant-nr-vpx.cnn/video/playlists/business-fast-food/","description":"Taco Bell's newest location, a first-of-its-kind concept called \"Taco Bell Defy,\" has opened in a Minneapolis suburb. The company says it is aiming to redefine the drive-thru experience with kitchens located above drivers and orders delivered by \"vertical lifts.\"","descriptionText":"Taco Bell's newest location, a first-of-its-kind concept called \"Taco Bell Defy,\" has opened in a Minneapolis suburb. The company says it is aiming to redefine the drive-thru experience with kitchens located above drivers and orders delivered by \"vertical lifts.\""},{"title":"The fastest growing trend in adult beverages will surprise you","duration":"05:19","sourceName":"CNN Business","sourceLink":"","videoCMSUrl":"/video/data/3.0/video/business/2022/06/04/na-beer-wine-spirits-non-alcoholic-boom-fm-orig.cnn-business/index.xml","videoId":"business/2022/06/04/na-beer-wine-spirits-non-alcoholic-boom-fm-orig.cnn-business","videoImage":"//cdn.cnn.com/cnnnext/dam/assets/220602085805-na-negroni-large-169.jpg","videoUrl":"/videos/business/2022/06/04/na-beer-wine-spirits-non-alcoholic-boom-fm-orig.cnn-business/video/playlists/business-fast-food/","description":"Non-alcoholic whiskey, wines, and even hazy IPAs are pushing the fastest growing trend in the adult beverage industry: non-alcoholic booze. See the tech and advances in beverage science that are creating a whole new class of N/A drinks.","descriptionText":"Non-alcoholic whiskey, wines, and even hazy IPAs are pushing the fastest growing trend in the adult beverage industry: non-alcoholic booze. See the tech and advances in beverage science that are creating a whole new class of N/A drinks."},{"title":"See Russian merchant ship's journey across Mediterranean with stolen grain ","duration":"03:00","sourceName":"CNN","sourceLink":"https://www.cnn.com","videoCMSUrl":"/video/data/3.0/video/business/2022/05/19/ukrainian-food-grain-crisis-pkg-soares-newsroom-intl-ldn-vpx.cnn/index.xml","videoId":"business/2022/05/19/ukrainian-food-grain-crisis-pkg-soares-newsroom-intl-ldn-vpx.cnn","videoImage":"//cdn.cnn.com/cnnnext/dam/assets/220519122646-vid-thumb-grain-1-large-169.jpg","videoUrl":"/videos/business/2022/05/19/ukrainian-food-grain-crisis-pkg-soares-newsroom-intl-ldn-vpx.cnn/video/playlists/business-fast-food/","description":"A food crisis looms in Ukraine as Russia continues to block Ukrainian grain exports, skyrocketing the price of grain to $400 per ton on the world market. President Volodymyr Zelensky calls this 'food terrorism.' CNN's Isa Soares reports. ","descriptionText":"A food crisis looms in Ukraine as Russia continues to block Ukrainian grain exports, skyrocketing the price of grain to $400 per ton on the world market. President Volodymyr Zelensky calls this 'food terrorism.' CNN's Isa Soares reports. "},{"title":"Mother describes 'anxiety provoking' search for baby formula","duration":"03:05","sourceName":"CNN","sourceLink":"https://www.cnn.com","videoCMSUrl":"/video/data/3.0/video/business/2022/05/14/baby-formula-shortage-broaddus-pkg-ebof-vpx.cnn/index.xml","videoId":"business/2022/05/14/baby-formula-shortage-broaddus-pkg-ebof-vpx.cnn","videoImage":"//cdn.cnn.com/cnnnext/dam/assets/220514131535-addrienne-broaddus-baby-formula-shortage-pkg-still-large-169.jpg","videoUrl":"/videos/business/2022/05/14/baby-formula-shortage-broaddus-pkg-ebof-vpx.cnn/video/playlists/business-fast-food/","description":"CNN's Adrienne Broaddus talks to parents who are scrambling to feed their children amid the nationwide baby formula shortage.","descriptionText":"CNN's Adrienne Broaddus talks to parents who are scrambling to feed their children amid the nationwide baby formula shortage."},{"title":"Actor superglues his hand to Starbucks counter in protest","duration":"01:00","sourceName":"CNN","sourceLink":"https://www.cnn.com","videoCMSUrl":"/video/data/3.0/video/business/2022/05/11/actor-james-cromwell-starbucks-milk-price-protest-newday-vpx.cnn/index.xml","videoId":"business/2022/05/11/actor-james-cromwell-starbucks-milk-price-protest-newday-vpx.cnn","videoImage":"//cdn.cnn.com/cnnnext/dam/assets/220511075207-james-cromwell-starbucks-protest-large-169.jpg","videoUrl":"/videos/business/2022/05/11/actor-james-cromwell-starbucks-milk-price-protest-newday-vpx.cnn/video/playlists/business-fast-food/","description":"A video released by PETA shows actor James Cromwell glued to a Starbucks counter in New York to protest the company's practice of upcharging for plant-based milk.","descriptionText":"A video released by PETA shows actor James Cromwell glued to a Starbucks counter in New York to protest the company's practice of upcharging for plant-based milk."},{"title":"Americans are tipping less in the wake of tipping fatigue","duration":"02:03","sourceName":"CNNBusiness","sourceLink":"https://www.cnn.com/business","videoCMSUrl":"/video/data/3.0/video/business/2022/04/29/tip-culture-shift-us-service-economy-foreman-pkg-the-lead-vpx.cnnbusiness/index.xml","videoId":"business/2022/04/29/tip-culture-shift-us-service-economy-foreman-pkg-the-lead-vpx.cnnbusiness","videoImage":"//cdn.cnn.com/cnnnext/dam/assets/220429145559-tip-culture-large-169.jpg","videoUrl":"/videos/business/2022/04/29/tip-culture-shift-us-service-economy-foreman-pkg-the-lead-vpx.cnnbusiness/video/playlists/business-fast-food/","description":"Service tips spiked at the onset of the Covid-19 pandemic. Two years later, the service economy is witnessing a drop in tips. CNN's Tom Foreman explores a Washington DC pizzeria affected by tipping fatigue and a general confusion surrounding the shifting tip culture. ","descriptionText":"Service tips spiked at the onset of the Covid-19 pandemic. Two years later, the service economy is witnessing a drop in tips. CNN's Tom Foreman explores a Washington DC pizzeria affected by tipping fatigue and a general confusion surrounding the shifting tip culture. "},{"title":"Forget oil. Here's how Russia's war in Ukraine is jacking up food prices.","duration":"01:48","sourceName":"CNN","sourceLink":"cnn.com/business","videoCMSUrl":"/video/data/3.0/video/business/2022/04/25/food-prices-ukraine-russia-romans-orig.cnn/index.xml","videoId":"business/2022/04/25/food-prices-ukraine-russia-romans-orig.cnn","videoImage":"//cdn.cnn.com/cnnnext/dam/assets/220425090155-01-ukraine-gallery-update-042522-large-169.jpg","videoUrl":"/videos/business/2022/04/25/food-prices-ukraine-russia-romans-orig.cnn/video/playlists/business-fast-food/","description":"Russia's invasion of Ukraine shook up the oil market, but the disruption to global food supplies could lead to hunger and spark social unrest in parts of the world.","descriptionText":"Russia's invasion of Ukraine shook up the oil market, but the disruption to global food supplies could lead to hunger and spark social unrest in parts of the world."},{"title":"What's that long skinny thing a restaurant just tried sending to space?","duration":"01:53","sourceName":"CNN","sourceLink":"https://www.cnn.com","videoCMSUrl":"/video/data/3.0/video/business/2022/04/14/kebab-launched-moos-pkg-orig-gr-vpx.cnn/index.xml","videoId":"business/2022/04/14/kebab-launched-moos-pkg-orig-gr-vpx.cnn","videoImage":"//cdn.cnn.com/cnnnext/dam/assets/220414201002-kebab-launch-moos-high-large-169.jpg","videoUrl":"/videos/business/2022/04/14/kebab-launched-moos-pkg-orig-gr-vpx.cnn/video/playlists/business-fast-food/","description":"It looked like an edible UFO ... CNN's Jeanne Moos reports on the latest attempt at launching an oddball object into space.","descriptionText":"It looked like an edible UFO ... CNN's Jeanne Moos reports on the latest attempt at launching an oddball object into space."},{"title":"Pusha T isn't 'lovin' it' anymore. Hear his new song for Arby's","duration":"01:26","sourceName":"CNN","sourceLink":"","videoCMSUrl":"/video/data/3.0/video/business/2022/03/22/pusha-t-arbys-ad-mcdonalds-orig-jk.cnn/index.xml","videoId":"business/2022/03/22/pusha-t-arbys-ad-mcdonalds-orig-jk.cnn","videoImage":"//cdn.cnn.com/cnnnext/dam/assets/220322163806-pusha-t-arbys-mcdonalds-large-169.jpg","videoUrl":"/videos/business/2022/03/22/pusha-t-arbys-ad-mcdonalds-orig-jk.cnn/video/playlists/business-fast-food/","description":"Rapper Pusha T says McDonald's stiffed him on his work on its \"I'm loving it\" jingle. Now, he's switched to Arby's.","descriptionText":"Rapper Pusha T says McDonald's stiffed him on his work on its \"I'm loving it\" jingle. Now, he's switched to Arby's."},{"title":"Wendy's CEO: Expect menu price increases of 5% this year","duration":"01:55","sourceName":"CNN Business","sourceLink":"","videoCMSUrl":"/video/data/3.0/video/business/2022/03/16/wendys-fast-food-inflation-price-increase-video-watch-orig.cnn-business/index.xml","videoId":"business/2022/03/16/wendys-fast-food-inflation-price-increase-video-watch-orig.cnn-business","videoImage":"//cdn.cnn.com/cnnnext/dam/assets/220316121538-wendys-fast-food-inflation-price-increase-video-watch-orig-00003516-large-169.png","videoUrl":"/videos/business/2022/03/16/wendys-fast-food-inflation-price-increase-video-watch-orig.cnn-business/video/playlists/business-fast-food/","description":"Wendy's President & CEO Todd Penegor says the fast food chain has had to slowly increase prices but the relative value to other food options has kept customer retention strong.","descriptionText":"Wendy's President & CEO Todd Penegor says the fast food chain has had to slowly increase prices but the relative value to other food options has kept customer retention strong."},{"title":"Watch CNN's 1990 coverage of McDonald's first opening in Russia","duration":"02:53","sourceName":"CNN Business","sourceLink":"https://www.cnn.com/business","videoCMSUrl":"/video/data/3.0/video/business/2022/03/09/russia-mcdonalds-opening-vault-1990-jg-orig.cnn-business/index.xml","videoId":"business/2022/03/09/russia-mcdonalds-opening-vault-1990-jg-orig.cnn-business","videoImage":"//cdn.cnn.com/cnnnext/dam/assets/220309152733-russia-mcdonalds-opening-vault-1990-large-169.jpg","videoUrl":"/videos/business/2022/03/09/russia-mcdonalds-opening-vault-1990-jg-orig.cnn-business/video/playlists/business-fast-food/","description":"Amid Russia's war with Ukraine, McDonald's announced it would close its restaurants in Russia. More than 30 years ago, CNN reported on the restaurant's iconic opening in the then-Soviet Union.","descriptionText":"Amid Russia's war with Ukraine, McDonald's announced it would close its restaurants in Russia. More than 30 years ago, CNN reported on the restaurant's iconic opening in the then-Soviet Union."},{"title":"McDonald's suspends business in Russia. 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What's that long skinny thing a restaurant just tried sending to space?
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Wendy's CEO: Expect menu price increases of 5% this year
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McDonald's suspends business in Russia. Here's why it's a big deal
New York (CNN)If someone were to ask you to draw the Pepsi logo from memory, what would you draw? A circle, perhaps, with the red, white and blue stripes that are emblematic of the brand. The word "Pepsi," probably, in that globe.
When PepsiCo walks people through this exercise, as it sometimes does, that's what most do: They put the word "Pepsi" in the circle. But that's not how the current logo actually looks. The brand name is off to the side, a bit meek next to the iconic globe. So Pepsi is making a change.
"We couldn't ignore that kind of insight," Mauro Porcini, PepsiCo's chief design officer, told CNN. "Instead of rejecting it, we decided to embrace it."
Pepsi on Tuesday unveiled a new logo and branding that will roll out in North America this fall and globally next year. It looks a lot like the 1990s version which seems to have stuck in people's brain, but with new elements to make it more modern, including a different font and font color and a new border. The changes are designed not only to better align with people's recollection, but to draw attention to Pepsi's zero sugar line — a key part of the company's growth plan.
Pepsi has changed its logo over the years.
'Bold and confident'
Read More
Pepsi has been around for 125 years, and updates its branding every so often. The current visual identity was introduced in 2008. But in the years since it first appeared, it's gone a bit stale.
The "Pepsi" in the logo "is decoupled from the globe," noted Todd Kaplan, Pepsi's chief marketing officer. "It's this lowercase, italicized font, the blue is a little bit muted ... it doesn't exude that confidence and energy that the brand really represents."
Pepsi, Kaplan said, is "a bold and confident brand," one that stands for "unapologetic enjoyment." The current logo, with its lower-case "pepsi" standing shyly away from that laid-back globe? Not very bold, not very confident.
The new logo, with its punchy, upper-case "PEPSI" smack-dab in the middle of the circle, emblazoned across the white stripe undulating between the red and blue waves, is more like it.
Pepsi's new branding is rolling out in North America in the fall.
It's not unusual for companies to tweak their look to stay relevant, noted Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management. But they have to be careful not to rock the boat too much: Major changes risk confusing or upsetting customers. He pointed to the Tropicana logo debacle as an example. In 2009, Tropicana changed its carton design so drastically that consumers were outraged. Tropicana, then owned by PepsiCo, changed its logo back within a few months.
For "brands that have a long history, you always can look backwards," Calkins said. Tapping nostalgic images can be "very powerful." But companies have to be careful to make sure the legacy branding feels fresh, he said.
Pepsi says that the changes its making are distinctive enough to do the trick, and highlight modern elements like Pepsi's zero-sugar line.
Zero's the hero
Soft drink companies have been focusing on zero-sugar products and branding in recent years as consumer interest in full-sugar soda flags, and PepsiCo is no exception.
Zero "is going to be the center of the strategy for the Pepsi brand," in the US, PepsiCo (PEP) CEO Ramon Laguarta said during a February analyst call. Earlier this year, Pepsi announced changes to its zero-sugar recipe, and advertised the product with a Super Bowl commercial.
Pepsi is leaning into its zero-sugar line.
"We think that the non-sugar segment of colas will continue to grow very fast in this country. We're seeing consumers pivoting," Laguarta said, noting that zero had already been a "strategic" product in Europe and elsewhere.
To that end, "zero sugar is going to be the protagonist of our communication strategy," Porcini told CNN.
To highlight the zero line, the new logo uses black font and a black border, a nod to Pepsi Zero's black can and label.
The border also helps make the logo the defined center of the company's new pulse campaign, which features lines radiating out of the pulsing logo in time with upbeat music in video ads and elsewhere.
The team knows that even small changes can make waves with consumers and approached the update with caution.
"This has been a iterative process over the last handful of years," said Kaplan. "We think it's a really great way to maintain [Pepsi's] familiarity ... but also project out to the future."
