The “New” Pepsi

Todd

You may or may not be aware that Pepsi is preparing to launch a new logo and look for their products.

It seems like Pepsi is changing its logo all the time. For many companies, this would be considered a flawed strategy. We think it’s spot on for Pepsi.

Pepsi has always branded itself as the edgy, progressive, youthful opposite of Coca-Cola, the classic, traditional, unchanging cola.

Since a brand is much more than a logo or packaging – it’s the gut feeling people have about a company – it makes sense for Pepsi to constantly evolve.

Agree? Disagree?

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3 Comments

  1. Shelley
    November 5, 2008 at 9:34 am — Reply

    I always viewed Pepsi as the more trendy, dynamic brand and Coke the more traditional, classic brand. Because of that, Pepsi and its brand has appealed to me all along. I like the new look. Can’t wait to see how it transfers to the rest of their marketing.

  2. November 7, 2008 at 6:09 pm — Reply

    With the recent election everyone seems to be about “change” in more ways than one. I think Pepsi was very smart to hone into that youthful, trendy attitude and “change” just like our country hopes to in the next four years. Also, it may just be me, but I can’t help but see a very slight resemblance in Obama’s custom logo and the new Pepsi logo. Could that be coincidence? Maybe.

  3. December 12, 2008 at 10:23 am — Reply

    I believe strong brands that do radical changes to their look and feel are asking for trouble. A logo refresh is fine and can help reenergize a brand, but drastic design changes without a believable rationale can seem like desperation or worse, loss of direction.

    People hungry for change don’t want new logos, they want substantive action. If Pepsi truly wants to revitalize their brand, I suggest something green and innovative in their retail space, or make products that are healthier—positive moves their (arguably) youthful audience can connect with.

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The “New” Pepsi