The Pepsi bottle is changing for the first time in 17 years. Considering the duration of the time that a re-branding has been seen suitable, this is remarkably big news for the brand.
It is getting rid of its seductive hour glass shape and focusing more on functionality. The "easier-to-grip" bottle shape is ergonomic and lets hands grasp it in the most comfortable way possible.
The shape is certainly not one that most people are used to. But then again, that is probably an effective strategy as it will create the most amount of attention.
Regardless of how well a brand does, re-branding and change is a necessary element for all companies. Pepsi has recognized this need and acutely taken action with his re-branded ergonomic bottle that will be on the market starting April.