There is very little you can say to defend this leaked (I hope) report on Pepsi’s new logo (big pdf). Go and read it if you have not already – it will affect you in some way. I felt ill.
A few snippets to show just how far removed Pepsi’s branding people are away from the quality of the product:
Apparently Pepsi’s DNA was conventional is is now innovative. Or something. But the product is still high fructose corn syrup (USA) or sugar (elsewhere) and water. Indeed I feel that Pepsi and Coke lost all hope of product quality (in the sense of “good for you”) years ago.
If you ever see this sort of prose from one of your marketers or an external consultant then show then the door, and quickly. “We think it looks good, it tests well and we can animate the smiley face” would have sufficed.
Apparently Pepsi cans are very heavy. Very very heavy.
The best response from the web has been this cartoon from blowatlife. I won’t be able to look at the new logo without seeing this now.