Pepsi have launched themselves into the social media arena in the US, choosing to announce and show the new can/brand ID online. “You heard it here first” on http://friendfeed.com/rooms/pepsicooler being the quote from Peter Shankman (here) in the feed.
Steve Rubel who had helped Pepsi launch this outlines (http://www.micropersuasion.com/2008/10/join-us-in-the.html) the effort was done to promote ‘two-way dialogue and collaboration’ and was timed to coincide with the launch of the new Pepsi brand identity (http://adage.com/article?article_id=132016).
image: Peter Shankman’s assistant holds the new can aloft…
This is pretty big news as far as we’re concerned as the marketing beast Pepsi show their faith in digital as the medium of choice for the launch of their new brand, and social media as the channel. This is the first change to their identity since 1987.
Do you like the new logo?
{ 16 comments… read them below or add one }
Do you like my assistant’s hand in holding the can?
As part of the rebranding campaign, they sent Charlene Li from Forrester a package with the history of the logo on cans:
Check out:
http://www.flickr.com/photos/18757213@N00/sets/72157608416141278/
Its pretty cool.
This new logo looks pretty cheap. But to be honest, I’ve always prefrered Coca Cola….
It never ceases to amaze me how much an individual or orgaisation can learn by just reading blogs, every single day thousands of pieces of great information are published, normally just a view point from a lone person, this great information if gathered together is more than enough to chance most businesses beyond belief, lets hope this great source of knowledge sharing continues and grows.
I often spend far too much time reading and replying and have seen many great phrases, this is one of my favourites;
The key to a successful campaign is to ensure that we understand what response the client is expecting from the distribution. It is from this perspective that we can attain the aims of the client and retain a strong working relationship now and in to the future…
If you read and think about this statement it truly makes you think, and motivates you into thinking how you can chance your attitudes.
Once again, thank you for your blog !
Ugly
I like not the typo (light) , the Bauhaus style
I liked the logo and was flattered they sent me and other online peeps a first look
What matters is INSIDE the can, not outside the can. I love cola flavor but my pallet isn’t refined enough to give a crap if it’s Coke, Pepsi, RC, or generic. Now if we could only get Coke to bring back the original formula of Mr. Pibb and dump this “Pibb Xtra” crap, we’d be on to something.
I think it is a very “Refreshing Change!” We will have to learn all of the different flavors, but after a while, it should be as easy as back in 1987! Go For IT!
looks too much like Obama’s new ‘american’ flag.
actually i think it’s pretty sad when you have to “rebrand” your product.trying to be hip and appease the masses? there was nothing wrong with that past logo. even when the logos changed from the 40′s style to the 50′s and 60′s style, it still represented a great product. but seeing that im not one to “new ideas” and money being spent on “developing “new taste” to attract more users.you have failed pepsi lovers by not bottling in glass . the true original flavor and taste of pepsi can only be found in glass bottled pepsi. go back to your roots and show your pride in delivering us the product that made you what you are! hell coke still does it here in the u.s. and your going to let those schmucks one-up you?
it’s a hoax end of story
So they came up with a logo reminiscent of Eastern Airlines. It oughta be on the tail of a 757 headed for Baltimore, not on the can I’m drinking from.
And what’s with the lowercase, light, feminine type? What happened to bold, all-American, in-your-face? Are they trying to market Pepsi to the Virginia Slims crowd? NEWS FLASH: Men drink Pepsi, too.
Anyone remember Burger Chef, the fast-food chain General Foods owned in the 1960s? They went through a drastic logo change that this is just too close to. Go look up the “flame and burger patty” logo with the type that looks too much like Pepsi’s “new” look.
Horrible, horrible. Pepsi is a brand that doesn’t need to change to appeal to people who sit in front of computers. It’s a strong, strong brand as it was — like Budweiser, or Apple, or Chevrolet. Their changes are evolutionary when they’re made, not revolutionary like this crappy thing is.
I like this new can, a lot. Less is definitely more and I don’ t think the resemblance to the Obama logo is an accident. In addition, there is no need to waste resources on a can that ppl toss or recycle. It’s a can for goodness sake, most ppl pour their soda into a glass anyway.
However, this is an improvement in style. It just looks classy and simple.
I’m baffled at why they would change their logo so drastically. Conspiracy theorist are saying that they wanted their logo to look more like Obama’s logo, interesting theory.
I personally don’t like it.
Before & After magazine has an interesting take on this topic: http://www.mcwade.com/DesignTalk/2009/02/does-pepsis-new-logo-work/#comments