The Choice of A New (2.0) Generation.
Almost since its inception Pepsi has marketed itself as a youth oriented brand. The constant “choice of a new generation”, the “other” cola has always been endorsed by the hottest celebrities of the moment and integrated into the lifestyles of young people through sports, music and pop culture. Yet, the choices made by the “new generation” of 2008 are far different from those of past “new generations” so Pepsi is addressing the issue with a multi-tiered revamping of all beverages in the Pepsi Co. family, most notably streamlining and modernizing the names and logos of some of their most iconic products.
From AdAge.com
PepsiCo today said it will pour some $1.2 billion over three years into a push that will include sweeping changes to its brands, including what Chairman-CEO Indra Nooyi characterized as a revamp of “every aspect of the brand proposition for our key [carbonated soft drink] brands. How they look, how they’re packaged, how they will be merchandised on the shelves, and how they connect with consumers.”
“Tropicana will also be differentiated, enabling us to re-engage consumers with this iconic brand.”
“We’re initiating similar upgrades for the entire Gatorade line, which will have an entirely new contemporary identity, and there will be exciting innovations for both G2 and Tiger and a renewed Propel platform.”
The white band in the middle of the logo will now loosely form a series of smiles. A “smile” will characterize brand Pepsi, while a “grin” is used for Diet Pepsi and a “laugh” is used for Pepsi Max.
One of the more interesting changes in this brand overhaul is the SMS friendly change of Mountain Dew to Mtn. Dew. The change is a direct reaction to the popularity of text chat and serves to show the power of today’s youth who are now impacting the likeness of known and established brands by the strength of their collective (and in this case abridged) voice.
Tags: Youth Culture
This entry was posted on Friday, October 31st, 2008 at 11:40 am and is filed under Campaigns, Trends. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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