Monday, October 29, 2012

GENIUS: Pepsi's Obama-style Branding Helped Crush Its Market Share

Who could have predicted that attaching your brand to an inexperienced, Alinsky-trained community organizer would turn out badly?

When Diet Coke surpassed Pepsi to become the No.2 soda in America, it was as if the Cola Wars had finally declared a winner: Coca-Cola...

[Much of the blame] has to do with the astronomical number of gaffes Pepsi has made in the past few years, particularly in its brand management and the way it has branded its flagship product...

Pepsi's 2009 logo redesign was dogged by political distractions


Pepsi paid Arnell Group an outrageous $1 million for this logo, which isn't drastically different from its predecessor.

The logo also made headlines for resembling that of newly elected President Obama...

...Coupled with Pepsi's new slogans -- "Yes You Can" and "Choose Change" -- the company was criticized for copying Obama's award-winning campaign and aligning itself with it at the same time.

Pepsi CEO Indra Nooyi, in the job for about five years, was reportedly a huge Obama backer and behind the re-branding decision. Brilliant strategy: piss off half the country with your brand. I'd rather drink tap water than a Pepsi.



7 comments:

Takamas said...

I wonder if the Weather Underground objects to Obama's logo. www.youtube.com/watch?v=lLdarD6b9Sk "Barack Obama / Weather Underground Logo Comparison"

stock market india said...

There is lot of articles on the web about this. But I like yours more, although i found one that’s more descriptive.

fubar said...

Pepsi supports Hamas. If you go on jihadwatch you can search the article, Pepsi. THe soccer team wears pepsi uniforms.

(i can't post a link)

Benson II said...

Some of these corporations are finding out the hard way to keep their damn political views to themselves.

They're also finding out there are more conservative Americans than socialist Americans. That goes for Democrat, Independent or Republican.

We're still the majority and will spend our money elsewhere if a company prefers communism to a Constitutional Republic.

Anonymous said...

Turn that pepsi logo 180 degrees and it looks even more like Teh Wons "O"

Anonymous said...

I'm Canadian and I won't drink Pepsi products because of the Zero logo too.

Michael Baker said...

I'm Australian and I won't drink Pepsi because it tastes shit.