Pepsi Breathtaking Design Strategy

[spudtater]

Real document? Joke? Cynical yet clever viral marketing scheme? Whatever it is, the "Pepsi Breathtaking Design Strategy", purporting to be a leaked document from the design team behind the new Pepsi logo, is certainly worth a look.

"Breathtaking" theorizes consumers will feel a gravitational pull elicited by the new logo, one that will lead consumers to fill its shopping carts with Pepsi. At its most extreme, the presentation compares the reimagined Pepsi globe logo to the Earth's magnetic fields and the sun's radiation. "Emotive forces shape the gestalt of the brand identity," it muses.

– Rupal Parekh, "'Breathtaking' Is One Word for Purported Arnell Pepsi Doc", Advertising Age, 11 Feb 2009

(Brought to my attention by Ben Goldacre)

EDIT: This presentational video by the designers seems to reinforce the idea that the document is, in fact, real. Scary.

Comments

[gominokouhai]

A response.

I was casually looking at the design company responsible for the promo material for the hotel next to mine, and they are very similar. As you say, scary.