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PEPSI GOES TO WASHINGTON

PEPSI GOES TO WASHINGTON. PLANS OF OPTIMISM FOR INAUGURATION BY JESSICA COLE, ROSS FLETCHER, LOGAN MALLOY. Logo Development. 11 th logo in 110 year history 5 th logo in past 21 years Five months from top marketing firm - Estimated at about $1 Million

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PEPSI GOES TO WASHINGTON

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  1. PEPSI GOES TO WASHINGTON PLANS OF OPTIMISM FOR INAUGURATION BY JESSICA COLE, ROSS FLETCHER, LOGAN MALLOY

  2. 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

  3. 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

  4. Sign of the times… • Drawn comparison between President’s Obama’s 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.

  5. 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

  6. Questions • Do you think that changing the logo will help Pepsi’s image? Why/Why not? • Will the connection with Obama’s ideas benefit Pepsi? Why/Why not? • What tastes better; Pepsi or Coke?!?

  7. Source of Article • http://adage.com/article?article_id=133782 • http://adage.com/article?article_id=132016

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