Pepsi's Emotion-Based Branding
Elsa Blaine — October 24, 2008 — Lifestyle
References: creativereview
World-famous cola beverage Pepsi is once again updating the brand's logo. The new look is clean and modern, and perhaps edging on minimalist.
"It's clear this business is not performing where we would like it to be, in large part because the economic slowdown continues to pressure the North American liquid refreshment beverage category," says Pepsi CEO Indra Nooyi.
It has been leaked that the famed tricolored ball will have three different variations of what has been said to represent a smiley face. If this is indeed the case, Pepsi Max is grinning all the way to the bank. The smiles become more subdued as the sugar content drops; the diet variety shows only a diminutive grin.
Maybe the diet pop is not unsatisfied, possibly it is hiding a secret: Great taste, with less calories!
"It's clear this business is not performing where we would like it to be, in large part because the economic slowdown continues to pressure the North American liquid refreshment beverage category," says Pepsi CEO Indra Nooyi.
It has been leaked that the famed tricolored ball will have three different variations of what has been said to represent a smiley face. If this is indeed the case, Pepsi Max is grinning all the way to the bank. The smiles become more subdued as the sugar content drops; the diet variety shows only a diminutive grin.
Maybe the diet pop is not unsatisfied, possibly it is hiding a secret: Great taste, with less calories!
Trend Themes
1. Minimalist Logo Design - Disruptive innovation opportunity: Brands can explore simplifying their logo designs to create a clean and modern aesthetic.
2. Emotion-based Branding - Disruptive innovation opportunity: Companies can leverage emotional connections with consumers by incorporating smiley faces or other visual elements into their branding.
3. Healthy Beverage Options - Disruptive innovation opportunity: The popularity of low-sugar or diet beverages presents an opportunity for companies to develop and market healthier drink options.
Industry Implications
1. Beverage Industry - Disruptive innovation opportunity: Companies in the beverage industry can explore new logo designs and branding strategies to attract customers and stay competitive.
2. Graphic Design Industry - Disruptive innovation opportunity: Graphic designers can specialize in minimalist logo design and help companies create modern and visually appealing brand identities.
3. Health and Wellness Industry - Disruptive innovation opportunity: Businesses in the health and wellness industry can capitalize on the demand for healthier beverages by offering innovative and nutritious drink options.
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