Pepsi Tries Throwback Branding -- with a Premium Price

Fast Company, March 5, 2009 — Marketers are dead certain that consumers always want something fresh and new; meanwhile, consumers often seem to hate big changes—as Pepsi's and Tropicana's disastrous rebrandings just proved. But for some reason, everyone loves throwback branding.

Several brands will be trying the strategy out in the upcoming weeks: General Mills is marketing "vintage" cereal boxes through March 21st at Target; Pepsi and Mountain Dew will be releasing throwback brands in April, at a significant price premium.