Madison Ave Has Re-Invented LSD
The latest Pepsi rebranding has been…. controversial. Personally, it makes me want to drink Coke Jim Beam, but … truth be told, I’ve never been a Pepsi drinker and it would probably take more than just a logo to persuade me.
What does interest me, however, is the process behind this rebranding. Initial estimates put the cost of launching this new logo in the $1B+ range. All for a concept that has (at best) baffled people, and (at worst) polarized the existing market-share. Now, the creative team behind the logo, Arnell Group, has “leaked” a document that was used during their Pepsi pitch. I put “leaked” in quotation marks because it’s debatable whether this was the result of corporate espianage, or whether the entire thing is some kind of self-satirical joke. I haven’t made up my mind yet…. The effort required to put a document like this together? Mindboggling. And to think that all of this Copernican mumbo-jumbo was manufactured (on company time, no less) as a joke? REALLY?
ASTONISHING.
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