I think the new Pepsi logo is deplorable (not that the old one was much better.) It’s unemotional derivation at its worst; the antithesis of Pepsi’s longtime, superior nemesis, Coke.
By chance we had a copy of Business Week lying around in our apartment this week, and of all things, there was an article in it about the rebranding of Pepsi. So I read it because I wanted to know how such a big, beloved company could have churned out what is in my opinion such a huge failure.
Well the first thing I learned is that the people behind the Pepsi reskin were also behind the recent Tropicana OJ debacle. Which resulted in the new design getting pulled off shelves just days after it launched.
The group, cadre, really, as the article explains, that’s been the driving force behind the Pepsi portfolio’s headlong shake up is basically three people who are all very close to or over age 50. One is the CEO, the other is another C something, and the third a “bradning guru” with a very unproven track record.
The article goes on to explain that the three codgers who very well may be great executives decided they could come up with an array of logos for all of Pepsi’s sugary lineup, including Gatorade, Sierra Mist, Sunkist, Pesi, and a handfull of others, that was going to boost sales.
The point I’m trying to make is that when you’re at the helm of an operation that’s dealing in the market of high calorie, syzzzurp that’s guzzled by the youth and nutritionally dumb populace of this nation you don’t want clueless, post-menopausal Country Clubbers calling the shots. Or you wind up with a female CEO explaining the new Pepsi logo thusly, “The iPod is an elegant product people like to be seen with…I want(ed) Pepsi to be an elegant product people like to be seen with.”
All of the executives at Pepsi should have little gamer kids with serious soft drink habits shackeled to thier ankles. That way, any time the executive thinks they’ve got a good marketing idea, they can run it by the little supercharged thing they’re chained to. Because a sixth grader could have done a better job designing the new Pepsi logo.
Post a Comment