I'm not sure Peter Arnell (the guy who authored the Pepsi rebrand) was ever setting out to be profound. I think he was just a brilliant opportunist who recogni

I'm not sure Peter Arnell (the guy who authored the Pepsi rebrand) was ever setting out to be profound. I think he was just a brilliant opportunist who recognized that Fortune 500 marketing managers would pay hand-over-fist for his utter bullshit.