4 ms·

That is linked from the main article and is itself a bit of an ad for their eye-tracking software with some dubious claims. But it did send me down a rabbit hol

by tootie 4y ago

That is linked from the main article and is itself a bit of an ad for their eye-tracking software with some dubious claims. But it did send me down a rabbit hole over the agency that did the package design. The design came from Arnell Group headed by Peter Arnell. Arnell was retained to rebrand both Tropicana and Pepsi (same parent corp) and the produced the infamous logo redesign deck that circulated back in 2008: https://www.reddit.com/r/Design/comments/hspqgd/pepsi_logo_redesign_brand_manual_from_2008_is_the/ https://www.reddit.com/r/Design/comments/hspqgd/pepsi_logo_r... My guess is that Pepsi didn't know what they were doing, hired an agency who came on really strong with a ton of bravado about how their instincts trump research and got sold a pile of magic beans.

lelandfe 4y ago
My favorite quote from Arnell around that logo: > "When I design things, I design in a pure vacuum. When I did the Pepsi logo, I told Pepsi that I wanted to go to Asia, to China and Japan, for a month and tuck myself away and just design it and study it and create it," he said. "There was a lot of research, a lot of consumer data points ... and dialogue that I had with the folks at Pepsi, consumers and retailers. We knew what we were doing." There was a lot of data. But I also design in a vacuum. But I talked to consumers. https://web.archive.org/web/20090121113422/http://adage.com/article?article_id=133859 https://web.archive.org/web/20090121113422/http://adage.com/... edit: also, how could I forget the Lemon Demon song! https://www.youtube.com/watch?v=EAG7pye0V1g https://www.youtube.com/watch?v=EAG7pye0V1g
- WWLink 4y ago
  And the current pepsi logo and branding is straight up garbage.
- throwaway742 4y ago
  If it was bad enough to go viral maybe it was actually a marketing success.