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Rexam Fusion puts new twist on Pepsi in Italy

PepsiCo Italy has opted for the Rexam Fusion aluminium bottle in a trial relaunch in Italy of its Pepsi Twist lemon flavoured cola.

The new Pepsi Twist bottle has been designed to appeal to “young, dynamic consumers, seeking new trends and fashionable drinking solutions”, says PepsiCo Italy.

Rexam says that its Fusion bottles are a “perfect fit with Pepsi Twist’s target market”, and are well suited to out-of-home consumption, being resealable, lightweight and shatterproof, as well as bringing contemporary looks and a stand-out presence on-shelf.

PepsiCo Beverages Italia GM vice president Massimo Ambrosini says: “We very much believe in the potential of the FUSION bottle for out-of-home consumption and have chosen our Pepsi Twist drink for this launch as it is the most innovative drink from our range of products.”

Rexam Beverage Can Italia sales manager Monica Mantovani adds: “Not only do the bottles look fantastic, but they really do enhance the great drink inside.”

Pepsi Twist in Fusion was launched onto the Italian market in early Spring 2012. PepsiCo Italy will be hosting Fusion parties across Italy to celebrate the new packaging.