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Pepsi Logo Change | Advertising, Branding

Posted 9 months ago

How Pepsi will spend hundreds of millions of dollars to change its brand logo worldwide 

In today’s era of aggressive marketing, the importance of continual branding cannot be undermined.  A brand identifies a company or a product and the logo is its proud extension. Customers today are spoilt for choice and have a flickering attention span. Out of sight is out of mind. Moreover, consumers do not mind spending their hard earned money on a brand that they trust and relate to and one that is etched in their minds through regular advertisements, online, digital and social promotions etc. Hence, the world’s biggest brands are constantly evolving over time by coming up with innovative new branding strategies that are relatable and are a hit with the masses. PepsiCo is the latest conglomerate that’s had to resort to re-branding in a big way in order to boost its declining sales as people are increasingly becoming more health conscious and opting for non-aerated and healthier drinks that were never even intended to be its competition. Additionally, arch nemesis Coca Cola has stolen a march on PepsiCo and has raced into the lead in terms of the battle of the soft-drink superbrands.

2016 saw PepsiCo spending a huge sum of money on revamping its logo in an attempt to jog the consumer’s wavering memory and loyalty. Despite the new logo being remarkably similar to the original, the smooth lines and simple flat colour scheme makes sure that the new logo uplifts Pepsi into the current generation. Noticeably, the new logo does look like it’s been made on the basis of what a Pepsi emoticon would look like.

Besides pushing aggressive ad campaigns in an attempt to take over social media platforms, Pepsi has also tried to revamp its image by making its packaging a bit more cool and chic and more relatable to the new identity that the brand seeks to imbibe. In addition to the emoticon-like new logo, quirky emojis now adorn the Pepsi bottles, lending a more youthful appeal to new-look brand. The move was first initiated in Canada with the launch of special edition cans and bottles that had trendy emojis printed on them while retaining the overall look and feel of the packaging. The designs have been created by Pepsi with the intent to reach out to a diverse target audience – both global and local markets. On being questioned about this unique value proposition, PepsiCo CEO Indra Nooyi stated, “Emojis are the language of today but no one has put them in the world like Pepsi will in 2016.” Indeed, this is a smart move on Pepsi’s behalf as wordless emojis are fun and can convey a variety of moods and feelings quickly without the need of any dialogue. One might argue that it isn’t worth investing hundreds of billions of dollars to market the new logo. However, given the popularity quotient of the ‘Say it with Pepsi’ campaign, the money is surely well spent and aptly invested! 

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36 Comments

  • Jimmy JoyPosted 9 months agoThey sure do know how to go about the strategy. Pepsi Spinspired emojis are now part of the other Emojis currently used on Twitter. Maybe the thinking is that a logo revamp will generate more curiosity in a cut throat market, and I sure hope this works out well. Personally not a Pepsi fan myself, but I love how they go about things on social media and I follow them religiously.
  • shikharPosted 9 months agopepsi new logo maybe with time they wanna improve.but we all will remember the old pepsi logo
  • Minal BPosted 9 months agoYehi hain right choice baby, ah ha. ...that's how it all began in India, Lehar Pepsi JV. Pepsi is a giant and world leader, though I personally am a Thums Up fan. Pepsi does get some really creative stuff and ther partnership with major events is also something to talk about. I am sure the change in logo will give refreshing new look and have more people talk and try it. So all the very best to PEPSI, hope this was a Right Choice Baby, Ah Ha!!! 😜
  • Nooreen saba Posted 9 months agogood 1
  • Jimmy JoyPosted 9 months agoSpellcheck in my previous comment. *sponsored
  • KinjuPosted 9 months agopepsi thi :P JEET GAYA
  • K ShivakrishnaPosted 9 months agoLooking good ways of advertising pepsi , but any of the offer does not follows there may be a chance of declining of fame. But all over ads were pretty nice . Once upon i used to have pepsi . But now i m having sprite . All you have to do is make tasty and it should be like mouthwatering . Thank you
  • saiPosted 9 months agoI like pepsi IPl
  • Nilesh IndurkhyaPosted 9 months agoNew Logo may be with new concept. Hope this will support them in increasing the sale too.
  • Vijay HarsoraPosted 9 months agopepsi "logo" nothing ever beats "Original" ...time to realise.
  • ANUJ RANAPosted 9 months agoNice logo
  • krishnaPosted 9 months agoNice Ad
  • BIbinPosted 9 months agoReally awesome work guys go ahead
  • K MamathaPosted 9 months agowow i love this idea of having different types of offers on pepsi. It will definitely wins!!!!!!!!!!!!!!!
  • Swapnil PorwalPosted 9 months agoPepsi doesn't want to give up their share in the market to COCA COLA.
  • Mukthadeer Ahmad QaziPosted 9 months ago🎩 😁 👕👍Great! 👖
  • asgarPosted 9 months agowow
  • Dharmendra Choudhary Posted 9 months agoCool use of emoticons to bring it into FMCG. Innovative
  • Harshprabha chopraPosted 9 months agoIt's too gud and very entertaining ad . My love for Pepsi is now more
  • Chanchal DasPosted 9 months agoFunny Ad... Impress all Pepsi lovers
  • ankit sharma Posted 8 months agoit's to good.. I love it
  • Rajdeep barmanPosted 7 months agoThe right choice
  • saqlainPosted 7 months agoAdvertisement is always mindblowing
  • Shariful AlamPosted 7 months agoVery nice. I want to win this
  • priyal poddar Posted 6 months agoPepsi...Love the new emoji..of it..its jusst cool
  • AnuragPosted 6 months agoGood one
  • anwar siddiquePosted 4 months agowoow tesrology adds hehehe he he i lik pepse because i like pepsi
  • abhishekPosted 3 months agoOld logo is better
  • kamal koliPosted 3 months agoPepsi thi khich gya... Heheheh
  • Rajendra Prasad ManjhiPosted 2 months agoPepsi aayo re jeeta yenaa hayre baba aadig GE khathraa nowaa Pepsi nu Katheg do aadig GE monzz bujaaw kana......
  • VijayPosted 1 month agoNice name htaa kyo rhe ho
  • Rakesh kumar Posted 1 month agoI like Pepsi
  • ArtiPosted 4 weeks agoGet set and go ready with Pepsi all time.
  • sdrbtvm@gmail.comPosted 2 weeks agoExcellent
  • MamtaPosted 2 weeks agoPepsi this Jeet Gaya ah ah Nice
  • Kishor Bhaskar jadhav Posted 1 week agoPapsi the best price on the way to get a good strength and durability of my favourite drink and so on and

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