Announced to much fanfare a year ago, the much talked about Pepsi rebrand has finally hit the streets - half way through a light lunch in Buenos Aires.***
UPDATE 27th August: Since this article was posted Coke has said 'hello' to Pepsi on Twitter... Not long later the 'hello' came back. What does this new friendliness mean for the future of soft drinks and am I the only one who thinks the FCC or someone should investigate them for collusion now they 'follow' each other?!
http://amnesiablog.wordpress.com/2009/07/01/end-the-twitter-standoff-between-pepsi-and-coke/
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Whilst the Coca Cola logo has remained almost unchanged for most of a century, Pepsi has consistently tweaked its image every decade - as Britney once kindly demonstrated through her 'through the ages' Superbowl commercial. Whilst the Tradition Vs Freshness branding debate may never be truly resolved, Pepsi remains the world's second biggest soft drinks brand.
Yet Pepsi definitely takes consistency seriously, a fact underlined by a sizeable leaked document outlining the complex historic analysis and geometric thinking the branding company was paid millions for. There's also a strong argument that the new logo is the same as the old, turned slightly to the right and made to 'smile' different amounts depending on how many adatives are in your bottle.
"I've been looking out for the new brand in the UK for months," commented charity branding expert Jerry Daykin, "but what really took me by surprise was not just that Argentina has the new look before us, but that they rolled it out halfway through a light lunch!"
Jerry had an old Pepsi Light and a medium steak in a Buenos Aires cafe this week and was taken by surprise when his second bottle had a completely new look.
"Comparing the two really made it clear why the rebrand was necessary- the old one's a chaotic mess compared to the simplicity of the new one. It's great how the sub-brands are unified but still unique."
"Since leaving that cafe the posters for the new rebrand have been everywhere, did they really put them up all at once? Pepsi - for those that think young!"
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