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  • Let's Re-Brand!



    Pepsi says it will spend $1.2 billion (that’s a b) over the next three years to re-brand its carbonated soft drinks.

    A classic over-production bleed off of wealth.

  • #2
    Re: Let's Re-Brand!

    It will give all the unemployed something fresh to look at when they're picking up cans to buy food with. What a nice gesture.

    Comment


    • #3
      Re: Let's Re-Brand!

      You know guys we talked about this, even joked about it..........but now it is apon us........Bloody Hell i am getting MAD!!!!!

      Mike

      Comment


      • #4
        Re: Let's Re-Brand!

        Nearly all of the value behind sugar-water like Pepsi is the brand. Look how much they already spend in advertising. It's not the product; it's the image, the feeling. As the culture evolves, the brand has to evolve too, or it rapidly dies.

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        • #5
          Re: Let's Re-Brand!

          Originally posted by Sharky View Post
          Nearly all of the value behind sugar-water like Pepsi is the brand. Look how much they already spend in advertising. It's not the product; it's the image, the feeling. As the culture evolves, the brand has to evolve too, or it rapidly dies.
          I believe the term is devolves ;)

          Comment


          • #6
            Re: Let's Re-Brand!

            The old packaging come to think of it looks vaguely reminiscent of a detegent box? Maybe they are onto something with a change of style - effervescently azure water makes me think of washing machines full of suds but I only drink about two sodas per year so I'm unqualified. The billion dollar branding budget however is indeed an astonishing testament to advanced American sclerosis. Same syndrome as exists in the automotive design segment of our economy, which never encountered any genuinely elegant industrial design it did not learn to instantly and reliably ignore - I wince looking at 90% of all the new car designs issued in the US as they are uniformly of an unmatched vulgarity of styling. Curious, as much of the best contemporary art in the world is (still) American, but in the industrial design we are the world champions in vulgar. Germans and (especially) the Italians are the champs for industrial design. As for Pepsi, this giant has bovine spongiform encephalopathy at the corporate level for sure.

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            • #7
              Re: Let's Re-Brand!

              As the advertising member of itulip, I say bravo. They change the package every 6 years or so. People like shiny new things. If you sell sugar water you keep the look up with the times.

              http://www.garybeene.com/pepsi/pep-hist.htm

              If this becomes a green board, then we can have a different discussion.

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              • #8
                Re: Let's Re-Brand!

                http://images.google.com/imgres?imgu...%3Den%26sa%3DN

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                • #9
                  Re: Let's Re-Brand!

                  Goadam1 - I worked in packaging and branding for a few years and have some formal academic background in this area also. IMO it is stupendously crappy packaging in the new version. Worse than the immediately prior detergent box one (actually "detergent" is singularly apt for Coca-Cola and Pepsi as they can strip the chrome off of a metal lag-bolt if it's marinated in the soda long enough). The scale of money they are flinging at this singularly flabby result evidences "maximum cluelessness". That a one billion USD toilet flush of an expenditure, to produce this distinctly "un-fizzy" result is occurring right at this juncture of maximum fiscal stress upon corporations worldwide is a wonderful irony and testament to their senior management's acuity.

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                  • #10
                    Re: Let's Re-Brand!

                    Originally posted by Lukester View Post
                    Goadam1 - I worked in packaging and branding for a few years and have some formal academic background in this area also. IMO it is stupendously crappy packaging in the new version. Worse than the immediately prior detergent box one (actually "detergent" is singularly apt for Coca-Cola and Pepsi as they can strip the chrome off of a metal lag-bolt if it's marinated in the soda long enough). The scale of money they are flinging at this singularly flabby result evidences "maximum cluelessness". That a one billion USD toilet flush of an expenditure, to produce this distinctly "un-fizzy" result is occurring right at this juncture of maximum fiscal stress upon corporations worldwide is a wonderful irony and testament to their senior management's acuity.
                    It took awhile but here's the outcome from a previous foray into brand management in the sugar water industry...;)
                    Coca-Cola Drops ‘Classic,’ Putting Cap on New Coke

                    Jan. 30 (Bloomberg) -- Coca-Cola Co., the world’s biggest soft-drink maker, said it will remove the “classic” name from its flagship brand, writing the final chapter in one of the greatest marketing blunders in U.S. business history.

                    The word “classic” only appears on Coca-Cola bottles and cans in the U.S. It was removed from 16-ounce bottles in limited test markets and will come off all products by mid-year to make the company’s packaging consistent worldwide, Scott Williamson, a spokesman for Atlanta-based Coca-Cola, said today.

                    “It gives us a chance to harmonize Coca-Cola’s name in North America with every other country in the world,” Williamson said in a telephone interview.

                    In April 1985, Coca-Cola introduced New Coke, changing the secret formula first introduced in 1886 when John Stith Pemberton made the syrup and sold it to a pharmacy, which served it as a fountain soda.

                    “To hear some tell it, April 23, 1985, was a day that will live in marketing infamy,” the company says on its Web site.

                    “That’s the day the Coca-Cola Company took arguably the biggest risk in consumer goods history, announcing that it was changing the formula for the world’s most popular soft drink, and spawning consumer angst the likes of which no business has ever seen.”

                    Backlash over the switch led Coca-Cola to put the “classic” version on the market alongside New Coke within three months, the company said. New Coke was eventually withdrawn in the U.S...

                    Comment


                    • #11
                      Re: Let's Re-Brand!

                      Originally posted by GRG55 View Post
                      It took awhile but here's the outcome from a previous foray into brand management in the sugar water industry...;)
                      Coca-Cola Drops ‘Classic,’ Putting Cap on New Coke

                      Jan. 30 (Bloomberg) -- Coca-Cola Co., the world’s biggest soft-drink maker, said it will remove the “classic” name from its flagship brand, writing the final chapter in one of the greatest marketing blunders in U.S. business history.

                      The word “classic” only appears on Coca-Cola bottles and cans in the U.S. It was removed from 16-ounce bottles in limited test markets and will come off all products by mid-year to make the company’s packaging consistent worldwide, Scott Williamson, a spokesman for Atlanta-based Coca-Cola, said today.

                      “It gives us a chance to harmonize Coca-Cola’s name in North America with every other country in the world,” Williamson said in a telephone interview.

                      In April 1985, Coca-Cola introduced New Coke, changing the secret formula first introduced in 1886 when John Stith Pemberton made the syrup and sold it to a pharmacy, which served it as a fountain soda.

                      “To hear some tell it, April 23, 1985, was a day that will live in marketing infamy,” the company says on its Web site.

                      “That’s the day the Coca-Cola Company took arguably the biggest risk in consumer goods history, announcing that it was changing the formula for the world’s most popular soft drink, and spawning consumer angst the likes of which no business has ever seen.”

                      Backlash over the switch led Coca-Cola to put the “classic” version on the market alongside New Coke within three months, the company said. New Coke was eventually withdrawn in the U.S...

                      Speaking of brands, maybe time for an update the status of The Late, Great American Dollar.



                      The essence of parody: exaggeration and oversimplification.
                      Have we created a parody of our own currency?
                      Ed.

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                      • #12
                        Re: Let's Re-Brand!

                        "That’s the day the Coca-Cola Company took arguably the biggest risk in consumer goods history, announcing that it was changing the formula for the world’s most popular soft drink, and spawning consumer angst the likes of which no business has ever seen.”

                        :p :p :p

                        At my local grocery store this evening, "Judge Ruth" was throwing the book at a hapless young man - they were playing out this drama on the TV set strapped to the ceiling above the checkout register. She looked impeccable in her judicial robes, and the young man looked like a bug getting skewered on a pincushion for some misdeeds I didn't quite catch as she was enumerating them just as I walked in. My friend the Iraqi proprietor regaled me with tales of how "Judge Ruth" earns 3 million dollars a year to run her popular TV show. I mentioned reading that CEO's in the 1960's earned just 25 times the average salaryman's wage, and how they earn 500 times that wage today (thanks to the always informative Rajiv for reposting this wonderfully succinct and revealing stat to these pages earlier today). My Iraqi friend, who is an irreverent cynic of the first order then one-upped me by pointing out that Oprah earns 260+ million a year and is a billionaire. I don't know about you, but this brings to my mind in metaphorical and quixotic splendor, a picture a grandfather clock, or make that a cuckoo clock, with the springs broken and dangling / twitching out the sides, the cuckoo meanwhile crowing it's head off manically through a hole in the clock's roof, the hands frozen at 4.25 AM - as though marking for eternity the moment of one's worst nightmare of a nation gone right off the rails and you've got America. We are unique. What's that James Baldwin quote? Oh yes:

                        "~ People who shut their eyes to reality simply invite their own destruction, and anyone who insists on remaining in a state of innocence long after that innocence is dead turns himself into a monster.~"
                        James Baldwin

                        America's captialism run amok has turned it's triumphant 1960 image of power combined with civic excellence into a gargoyle of it's former self. And these anecdotes about Coca Cola are a slightly abstract but interesting emblem of our national propensity for the fantastic.

                        Originally posted by GRG55 View Post
                        It took awhile but here's the outcome from a previous foray into brand management in the sugar water industry...;)
                        Coca-Cola Drops ‘Classic,’ Putting Cap on New Coke

                        Jan. 30 (Bloomberg) -- Coca-Cola Co., the world’s biggest soft-drink maker, said it will remove the “classic” name from its flagship brand, writing the final chapter in one of the greatest marketing blunders in U.S. business history.

                        The word “classic” only appears on Coca-Cola bottles and cans in the U.S. It was removed from 16-ounce bottles in limited test markets and will come off all products by mid-year to make the company’s packaging consistent worldwide, Scott Williamson, a spokesman for Atlanta-based Coca-Cola, said today.

                        “It gives us a chance to harmonize Coca-Cola’s name in North America with every other country in the world,” Williamson said in a telephone interview.

                        In April 1985, Coca-Cola introduced New Coke, changing the secret formula first introduced in 1886 when John Stith Pemberton made the syrup and sold it to a pharmacy, which served it as a fountain soda.

                        “To hear some tell it, April 23, 1985, was a day that will live in marketing infamy,” the company says on its Web site.

                        “That’s the day the Coca-Cola Company took arguably the biggest risk in consumer goods history, announcing that it was changing the formula for the world’s most popular soft drink, and spawning consumer angst the likes of which no business has ever seen.”

                        Backlash over the switch led Coca-Cola to put the “classic” version on the market alongside New Coke within three months, the company said. New Coke was eventually withdrawn in the U.S...

                        Comment

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