Pepsi launches first major campaign to promote new logo
Pepsi has unveiled a marketing campaign to promote its new-look logo and packaging in the first major update since the logo was created during World War II.
The Hit Refresh campaign includes a heavyweight outdoor advertising presence and a social media ‘scavenger hunt’, where consumers can win one of 101 Pepsi Refresh EFTPOS cards loaded with $250.
There are over $25,000 worth of Pepsi Refresh cards being given away. The Hit Refresh to Win promotion is taking place through 101 hunts over 40 days in eight cities around Australia starting from this week and requires consumers to follow Pepsi’s Twitter or Facebook pages.
“First major update since the logo was created during World War II”? I don’t think so.
Hi Stigherrian,
The logo the article is referring to is the globe or round-shaped red, white and blue logo which Pepsi said it first developed during WWII – they say it now looks more like a smiley face.
So it doesn’t include the changes to the font (since it first launched in the 1890s) of the brand name Pepsi written on the packaging and collateral.
Cheers,
Camille – Mumbrella
But Camille, even given that, the roundel itself has varied from being a realistic portrayal of a bottle cap — either face-on or at an angle — to something more stylised in flat colours, to something with 3D lighting highlights, and with varying widths of the white banding. Those changes seem to me to be just as significant as making the white band narrower at one end and claiming it’s a smiley.
Okay Stilgherrian. Thanks for your comments 🙂
Cheers,
Camille – Mumbrella
changing the device instead of stylising the device is a bizarre move. look forward to seeing the meeting’s minutes on clientsfromhell.tumblr.com
Oh, and lest we forget, this same new Pepsi logo was the one resulting from that whole “Gravity” pseudo-science rationale from early 2009, full of rubbish charts about “Pepsi energy fields” and relativity. This blog post links to the full PDF of wankery.
Didn’t it used to be rounder?
Totally lame.
A for Average ……. Coke must be shaking in their boots
Nice production work from MTV.
Epic fail.
Darren McMullen.. What a WANK
so … are the talent featured people who are on TV? I don’t recognise them and I have MTV (not sure where it’s gone though – it’s not in the music section now)
Interesting, Coke v Pepsi this Saturday 🙂 http://greatstrategy.blogspot......rough.html
A logo is a logo….. meh its ok we’ve done this to death
The outdoor and MTV spots are bright, colourful and in your face which is exactly what pepsi is known for – looks good but i like the social networking stuff – they’ve kept it simple and fun.
Pepsi must have blown it’s budget on Michael Jackson & painting planes… this effort looks like it has all the production values of an episode of Dr Who, circa 1979.
Logo looks like PacMan on Coke (pun intended). 330 followers on twitter after a heavy weight ATL campaign. Not sure this campaign is delivering?
I like it. Very nice art direction.
Adam Hunt, not sure what you’re talking about.
Not sure about this twitter stuff but I like the ads.
Very nice look.
Art vandelay.
I’ll make sure to contact Pepsi about using you next time.
You seem like a cool guy.
So much talk about a logo. Who gives a shit?
Ads look cool tho – like a music video.
Posting removed.
Posting was not made by Adam Hunt.
Cheers,
Mumbrella
It’s the Obama logo rehashed, obviously
I like it.
Good use of the logo.
Larry if you have MTV and dont recognize Darren McMullen you are either blind or you are not actually watching the channel.
pepsi need to stick loyal to their brand
STOP CHANGING IT!
The great thing about this campaign is that it’s not flooding the twitter stream with spam. There’s some solid thinking in keeping this to a minimum.
“The Rules of the Hunt” took a little while to find, wouldn’t it better to place that where LATEST CLUES is positioned on the page? People read from left to right. The Twitter stream updates can be placed on right side of page. Much easier and smoother experience IMHO.
I’d even put the winners in the 1st frame of the page to give a human element to the page.
Nice creative. Question: will it convert to make your client $$?
I think the outdoor on this campaign is supremely unimaginative and looks like it should be in Zoolander. The ad is also pretty tired and cliche. Not very refreshing to watch, just plain vanilla.
The refresh social campaign in the US had a much stronger concept and value behind it(http://www.refresheverything.com/) as opposed to Australia’s rather obtuse ‘grab for cash’.
‘Refresh your life’, what with more consumer spending? Where’s the refresh there?
Same commercial strategy its always been, clearly the agencies were navel gazing.
Did i mention the outdoor was lame?