Pepsi is redesigning its globe logo. According to Ad Age “A ‘smile’ will characterise brand Pepsi, while a ‘grin’ is used for Diet Pepsi and a ‘laugh’ is used for Pepsi Max.” Yikes.
We’ve only got the one above to go on right now so perhaps we’re jumping the gun here but it all seems a bit (forgive the pun) laughable. Last year, Coca-Cola seemed to herald a new era of common sense with its redesign led by Turner Duckworth.
Pepsi, meanwhile, seems far less sure of itself. It’s going to spend $1.2 billion over three years to change everything about its brands – “How they look, how they’re packaged, how they will be merchandised on the shelves, and how they connect with consumers” – which will be done by the Arnell Group.
Pepsi Chairman-CEO Indra Nooyi came out with this wonderful piece of brandspeak in relation to the difficulties that have led to the rebrand: “It’s clear this business is not performing where we would like it to be, in large part because the economic slowdown continues to pressure the North American liquid refreshment beverage category.” That’s “fizzy drinks” to you and me.
Also, Mountain Dew will be rebranded as Mtn Dew – well those kids just love the texting don’t they?