PEPSI GOES TO WASHINGTON

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PEPSI GOES TO WASHINGTON

• PLANS OF OPTIMISM FOR INAUGURATION
• BY JESSICA COLE, ROSS FLETCHER, LOGAN
  MALLOY

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Logo Development

• 11th logo in 110 year history
• 5th logo in past 21 years
• Five months from top marketing firm - Estimated
  at about 1 Million
• Total costs are estimated at a couple hundred
  million dollars

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Why the new logo?

• "This seems to be a really good solution. It
  feels like the same Pepsi we know and love, but
  it's more adventurous, more youthful, with a bit
  more personality to it" -Chris Campbell
  (Interbrand)
• Symbolizes a smile
• Pepsi- Smile
• Diet Pepsi- Grin
• Pepsi Max- Laughter

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Sign of the times

• Drawn comparison between Presidents Obamas
  campaign
• Sponsored Refresh the World Symposium and
  Creative Coalition Gala Inaugural Ball
• Messages of Yes You Can and All for One on
  buildings, billboards, etc.

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Using Obama

• "There's this idea that the new president is
  going to change everything," she said. "But we
  all need to be engaged, and we all need to be
  agents of change." Anamaria Irazabal
• Refresh America Campaign

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Questions

• Do you think that changing the logo will help
  Pepsis image? Why/Why not?
• Will the connection with Obamas ideas benefit
  Pepsi? Why/Why not?
• What tastes better Pepsi or Coke?!?

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Source of Article

• http//adage.com/article?article_id133782
• http//adage.com/article?article_id132016