Pepsi to use new-look brand logo to display emotions

by Joe Thomas, Marketing 20-Oct-08, 14:40

LONDON - Pepsi has unveiled dramatic changes to its logo as part of a planned $1.2bn (£700m) global brand makeover.

The iconic red and blue globe logo, which was created in the 50s, has undergone various tweaks over the years but is now being used to portray a series of emotions across the brand's portfolio.

On Diet Pepsi the logo appears as a slight grin, on Pepsi a smile, and on Pepsi Max it is meant to look like laughter.

Pepsi recently posted a record share of the UK cola market of 23%-24%, following heavy Pepsi Max marketing activity. On a global scale, however, the brand announced plans to cut jobs because of poor profits.

For the full story on Pepsi's plans, read this week's Marketing.

Comments

spikegullsrule - 20/10/2008

Unconvincing - the only people grinning, smiling or indeed laughing about all this will be Coca-Cola. Looks a bit like Terrance and Phillip off South Park.