The New Look(s) of Pepsi
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- gregtwiford
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Even though PepsiCo's earnings have been up this year, it appears the economic downturn has affected its beverage lines, so they are clicking the refresh button on the package designs of Pepsi, Mountain Dew, and Sierra mist, perhaps others. For instance, the Pepsi logo will have at least three versions, depending on the type of Pepsi you're drinking -- they refer to their new logos as "smiles" -- apparently to represent the different kinds of enjoyment people have when drinking the product. Ironically this $1.2 billion marketing project is set to REFOCUS its brand strength in the market.
When Pepsi continued to come out with spinoffs from its already-successful drinks... like Diet Pepsi Jazz, Sierra Mist Cranberry Splash, and the Taco Bell-exclusive Mountain Dew Baha Blast... they were participating in a kind of brand cannibalism that was only retaining its current customer base, not increasing it. Carmel-flavored Diet Pepsi, for instance, wasn't making Diet Coke drinkers switch, it was only making regular Diet Pepsi-drinkers stop buying so much regular and start buying more flavored. They wasted all this money on research, and their sales didn't go up! What makes them think that having three different logos make a difference? I'm a Pepsi drinker, but one of these days they're going to have to face it: if they want to increase their sales, they're going to have to start selling Coke!
See also:
http://www.underconsideration.com/brandnew/archives/the_new_pepsi_challenge_gues...
http://www.underconsideration.com/brandnew/archives/pepsi_new_bottles.php
When Pepsi continued to come out with spinoffs from its already-successful drinks... like Diet Pepsi Jazz, Sierra Mist Cranberry Splash, and the Taco Bell-exclusive Mountain Dew Baha Blast... they were participating in a kind of brand cannibalism that was only retaining its current customer base, not increasing it. Carmel-flavored Diet Pepsi, for instance, wasn't making Diet Coke drinkers switch, it was only making regular Diet Pepsi-drinkers stop buying so much regular and start buying more flavored. They wasted all this money on research, and their sales didn't go up! What makes them think that having three different logos make a difference? I'm a Pepsi drinker, but one of these days they're going to have to face it: if they want to increase their sales, they're going to have to start selling Coke!
See also:
http://www.underconsideration.com/brandnew/archives/the_new_pepsi_challenge_gues...
http://www.underconsideration.com/brandnew/archives/pepsi_new_bottles.php
