Pepsi Unveils Packaging to 'Digital and Social Media Influencers'

Today, Pepsi, with strategic help from Edelman, reached out to 25 "digital and social media influencers" with three separately-shipped packages. The first contained five cans representing logo design from 1898 to 1950. The second contained five cans representing logo design from 1962 to 1998. The third contained (yes, you guessed it) the newly launched can design - six of them full of actual Pepsi.

Accompanying the final shipment was a DVD highlights of the company's 110 year history including the debut of the new logo and packaging across all product lines. You can watch the video here.

When the logo was unveiled last week, it received somewhat of a lukewarm reception. Seeing the final product though may sway some naysayers. The logo and product design are sleek, simple and refined. It's a welcome change from the rather boxy typeface used since 1962.

As part of the launch, Pepsi is making use of Friendfeed with a room called Pepsi Cooler. Supposedly, it's where all the social media geeks can go and comment ad nauseum on the logo, product design and whether or not any of this has anything to do with the fact the product itself is nothing more than sigar water with a little caffeine tossed in.

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Tags: logo, packaging, pepsi
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Comment by Libby on December 12, 2008 at 4:28pm: I agree with John. The look is fresh and simple. Anything you do is always going to end up being "dated." It's the nature of the business. I personally am excited to drink Pepsi!

Comment by John Carter on November 7, 2008 at 1:17pm: Brilliant branding effort. Follows proper branding principles to the tee. The identity of Pepsi is not lost while matching the contemporary visual imagery of today. Phil Cook would be proud. Any company with a history as long as this will always encounter opposition when any change occurs. It's it to be expected. I love the new logo. Its minimalist. Beautiful.

Comment by BJ on November 1, 2008 at 7:07pm: Is it possible that this is in response to the launch of Red Bull Simply Cola? A premium and all-natural cola product (not an energy drink!) that sports a very classic, yet sleek packaging.

www.redbullcola.com

Comment by Steve Hall on October 31, 2008 at 11:20am: New Coke disaster? Are you serious? That happened because they changed the name and the taste of the product. All Pepsi is doing is wrapping the same product with a new bow. The publich won't even notice after a week.

Comment by Francois L. Racette on October 30, 2008 at 5:15pm: Wow this is terrible what are they thinking ? I smell a new coke disaster. Maybe thats what they are looking for after all everybody will talk about it.

Comment by Jim M. Goldstein on October 29, 2008 at 7:13pm: I second Aaron my first reaction was Obama Cola.

Comment by Aaron Chapman on October 29, 2008 at 12:17pm: Obama Cola!

Comment by Jeremy Berghorst on October 29, 2008 at 8:57am: This still seems more like a campaign idea to me, rather than a logo redesign. And I still really hate the typeface. It's way too feminine for a packaged good, and it's going to look incredibly dated in just a few years. Then what, back to the logo drawing board? Sigh.