New Pepsi bottle, Pepsi is rolling out a new shape for its 20-ounce bottle for the first time in about 17 years. The new bottle has a contoured bottom half that appears easier to grip, and the wraparound label is shorter so that more of the drink is exposed. The change follows a number of splashy moves in the past year by PepsiCo to improve results for its namesake soda, including a multiyear deal to sponsor the Super Bowl halftime show and a wide-ranging deal with pop star Beyonce. PepsiCo Inc., based in Purchase, N.Y., has been working to revitalize the brand after losing market share to Coca-Cola Co. in recent years. Andrea Foote, a PepsiCo spokeswoman, said the new 20-ounce bottle is part of the company's ongoing update of marketing and packaging materials for the cola. The single-serve bottles, which are widely sold in coolers at drugstores and other retailers, will begin rolling out in April. The new shape will also be used for the 16-ounce bottles, which aren't as commo