“There would be market colour codes, very often those of the historical leader, which need to be respected in the decoration of packaging [...] Faced with such homogeneity on the shelves, how can you stand out when you are challenger? As regards visual communication, the colour is the most powerful tool and the most discriminate there is”, said François Peltier (2007) to explain how his agency had designed, in 2003, the new packaging of Pepsi Twist in France (blue for Pepsi Twist “regular”, grey for Pepsi Twist “light”). The objective was to create a unique product, which would emerge in stand out from the red background of the shelf.