1 / 7

PEPSI GOES TO WASHINGTON

In a bold move reflecting a commitment to engage a younger audience, Pepsi introduces its 11th logo in 110 years, crafted by a top marketing firm at an estimated cost of $1 million. The new design symbolizes optimism and personality, likened to the themes of President Obama’s campaign. As part of the "Refresh America" campaign, the rebranding aims to connect Pepsi’s image with ideals of change and community engagement, drawing vibrant comparisons to mass communication strategies in past presidential elections.

rocio
Télécharger la présentation

PEPSI GOES TO WASHINGTON

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related