Why are so many soft drinks rebranding?

There's been a flurry of rebrands in the soft drinks space of late. The likes of 7UP, Sprite, Pepsi, Fanta and Minute Maid have all had new looks. In the midst of a cost of living crisis, you might think that expensive rebranding projects would be put on hold, but not so for the world's leading soft drinks companies, it seems.

To find out what's going on in this FMCG (fast-moving consumer goods) sector, we spoke to Patrick Llewellyn, CEO of 99designs by Vista, who offered his insight.

Patrick Llewellyn profile shot
Patrick Llewellyn

Patrick Llewellyn is CEO of 99designs by Vista, the global creative platform that makes it easy for small businesses to work with professional freelance designers around the world. 99designs has paid out more than US$400m to its creative community to date, working across brand and logo design, packaging, web design and more. 

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.