Pepsi anyone?

by Nyla March 10, 2009 • 09:41 am • Comments (1)

In January, Pepsi launched the 10th rebrand in their history.

Love it or hate it, people are talking about it. And we wanted to talk about it too. So Friday, Feb. 20 we all headed to Elsies to discuss the in’s and out’s of the new logo and overall rebrand.

Although the office poll results lean more toward the “hate it” end of the spectrum, we all feel the packaging is more successful. In the sea of fridge packs and 2 liter bottles in the grocery store aisle, the stark minimalism of the Pepsi packaging makes it stand out.

And, as a division of PepsiCo., we also discussed the latest rebrand of the Tropicana orange juice cartons. The new brand eliminates the iconic orange and straw imagery for a very text heavy and modern design. This, too, gained some talk amongst consumers and designers alike. With the instant communications of email, blogging, and Twitter, PepsiCo and Tropicana heard from their consumers right away that they didn’t like the new design and wanted the orange and straw back. Tropicana complied and will now be changing back to their orange and straw equity that their consumers love so dearly.

The Tropicana story illustrates just how important branding can be. And, the decision to re-brand even more important. When should you re-brand your company or product? How far should you take the re-brand? Is it a matter of slightly revising the brand to make it more relevant in today’s market? Or, is it a complete overhaul? The answer to these questions lie specifically with your brand and its equity. The answer will be different for every situation.

Reading resources:

Buyology: Truth & Lies About Why We Buy
by Martin Lindstrom

Check out the Pepsi logos over the years.