Pepsi officially unveiled its new brand today. The design has been hotly debated for the past week or so, with Brand New at the lead, leaking designs and guiding the conversation.
We were presented with this design. No explanation given, no background.
A couple days later, a few more designs get leaked, each one worse than the last. Everyone knows that the Pepsi brand is a bit weak, but these were bad comedy.
And finally today we’re graced with the “real” designs in all their glory, sexed up and PR-friendly like a new Nike campaign.
Well we’re here to tell you that it’s all a sham. If Apple can keep the most eagerly anticipated cell phone under wraps for four years, Pepsi can keep a new logo from the public for 7 days. There’s no doubt in our minds that Pepsi pulled a Palin.
You may remember that after the Katie Couric interviews with Sarah Palin, there was speculation going around that the whole “she’s an idiot” schtick was done on purpose by the GOP to lower people’s expectations for Palin in the VP debate, “if she doesn’t drool or speak in tongues, many millions still open to persuasion will be impressed.”
Someone over at Pepsi was smart enough to realize that the new branding didn’t quite hit the mark, and that by leaking some worse-thans beforehand, they’d lessen the backlash from the industry. Case in point, when these new cans came out, our collective reaction was “phew, at least they’re not as bad as that Gatorade logo.”
In the end, Pepsi will continue to suffer market share due to its constantly changing brand, just as the McCain campaign has suffered for its inconsistent messaging, scattered marketing and conflicting aesthetics. In the end, this whole new push makes us want to reach out and grab an Obama.. erm.. Coke.