The Pepsi logo story was here..

You already heard, and it wasn’t shaking twitter and facebook..but the Tropicana Orange juice logo just got withdrawn and back to the traditional one with the orange. And the ‘Marketrazzi’ like zyaada used email and (my thought waves) to push the envelope and tell YUM and PEP that the new brand designs were flawed. 

There has been a lot of similar talk of the new smiling face of Pepsi (see below) and not so much of their social strategy ( remember sobe diet , it was a big twitter on superbowl time with gator) They are obviously under fire for the social web has empowered voices that were killed by the health revolution ( I am told, it is still on at Pepsi, because of my compatriot CEO Ms. Indra Nooyi ) 

here is an extract directly from the <a href=’http://brandinsightblog.com/2009/06/05/a-new-spin-on-the-pepsi-logo/’> bnbranding.com team </a>:

Great design speaks for itself. You don’t need a physics thesis to explain it. It just works.

My 11 year-old daughter likes the new Pepsi logo. (Says it makes her happy.)  And now that I’ve read the exhaustive brief, I know why…

It’s a smiley face! An overanalyzed, underwhelming, million dollar smiley face. It even comes in a variety of grin sizes. (Apparently regular ol’ Pepsi gets a smaller grin than the newer versions of Pepsi, like Pepsi Max. Whatever that is.)

Pepsi’s going to spend more than a billion dollars redoing all their packaging, vending machines, trucks, POP materials and everything else. The new logo’s going to be EVERYWHERE!

So I’m kinda glad Arnell changed the old wavy logo into a smiley face. I’m just not sure about their methods.

Actually, it was Pepsi and it still looks like a very soft target out on the web but this brand insight has changed my moind, though i still remain all things coke at heart. 

more from the blokes at <a href=’brandinsightblog.com’> brandinsightblog.com </a>

The 27-page design brief entitled “Breathtaking” reads like a scientific white paper loaded with marketingese and unprecedented levels of highly creative BS. In fact, Fast Company Magazine called it branding lunacy…  

“Every page of this document is more ridiculous than the last ending with a pseudo-scientific explanation of how Pepsi’s new branding identity will manifest it’s own gravitational pull.”

The L.A. Times was equally critical:

“Behold, then, the scattered and burning debris field of one of corporate America’s most misbegotten image makeovers… According to the brief, the new Pepsi logo lies along a trajectory of human consciousness that includes in its arc the Vastu Shastra, a 3,000-year-old Hindu architectural guide; Pythagoras (the Golden Section); the Roman architect Vitruvius; the Fibonacci series; Descartes; and Corbusier.”

Oooookay.    

Get a load of  it at:  http://drop.io/pepsipdf/asset/pepsi-gravitational-field-pdf  

Well, i can guess the criticism directed at me as well, because i don’t like to muddy waters when someone else is equally bright and so there is less of authorship in my blogs than elsewhere, ( it also helps me concentrate on zyaada ‘s social strategy and branding exercises and attend to my work..but i believe that even if they do change the logo back it wouldn’t hurt to love this logo.  

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