Pepsi Reloaded

When I first saw the reveal of the new Pepsi logo, I, along with a few editorial opinions from AdAge, was unimpressed with the $1 million revamp. My main beef with it was the way it was presented, jumping on the "change" bandwagon, and the money put towards a new logo seemed unjustified in a tight economy. Nevertheless, I was intrigued and have kept researching the buzz behind the design. Then I found this article, and was blown away.

http://adverlab.blogspot.com/2009/02/science-behind-new-pepsi-logo.html

The PDF takes you to a document explaining the science behind the design. Check out the YouTube video as well for an entertaining overview of Pepsi's logo history. I didn't realize there was a different design for each version (diet, MAX, etc.) until I read this. The claim that the logo pulls the customer down the aisle to the product may be bogus, or a very clever form of package design. It shows that Product is an essential part of the marketing mix, severely impacting the way people perceive a product during promotions and while making a purchase decision. This marketing campaign has certainly put Pepsi at the top of people's evoked set for soda, but will it change consumer's attitude toward Pepsi as a whole? It may change Pepsi's market position in terms of innovation and freshness, but they cannot help a preference of taste that most consumers have towards Coca-Cola or another soda product. Either way, Pepsi, consider this my round of applause.