This is not new news but I held off on an opinion about the new Pepsi packaging design to see how they rolled it out and integrated the new look with their marketing. My initial reaction to the design was negative as with most people. But sometimes good design grows on you and takes on a life you didn’t expect. Would the new packaging be a flop or pure genius? Well, personally, I think the pure genius category is out. It looks like the logo of a knock off brand – close but not quite right. After seeing commercials and looking at displays, I like it less now than before. From a “does-it-work” standpoint for their brand continuity, and marketing goals, I can’t imagine that it does except to create a lot of “what-were-they-thinking” buzz. The variations on the so-called “smile” are confusing and the overall look seems to distance them from any previous brand identity and equity they banked. I’m predicting a short shelf life for this “un-logo”.
This video kind of amuses me. I guess they figured it might improve if they kept it in motion.
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Pepsi Unveils Packaging to ‘Digital and Social Media Influencers’ – AdGabber.
