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I'm not sure we're talking about it because it was successful, I think we're talking about it because the design document for it was insane: https://www.golden

I'm not sure we're talking about it because it was successful, I think we're talking about it because the design document for it was insane: https://www.goldennumber.net/wp-content/uploads/pepsi-arnell-021109.pdf https://www.goldennumber.net/wp-content/uploads/pepsi-arnell...

neilv 1y ago
Which was a lot of work, to achieve the apt: https://www.utne.com/arts/new-pepsi-logo-is-a-joke/ https://www.utne.com/arts/new-pepsi-logo-is-a-joke/
Lammy 1y ago
What is the point of branding but to be remembered? It worked!
- CharlesW 1y ago
  lol no it did not https://www.voronoiapp.com/markets/Dr-Pepper-Ties-Pepsi-as-Americas-No-2-Soda--1484 https://www.voronoiapp.com/markets/Dr-Pepper-Ties-Pepsi-as-A...
  - Lammy 1y ago
    I'm not talking about the company's effectiveness in selling sugar-water with the branding attached; I'm talking about the branding's effectiveness at being remembered. A person wants to criticize some unrelated UI design and the very first thing that comes to their mind is “lol this reminds me of The Gravitational Pull of Pepsi!!”. It will live forever.
    - jonahx 1y ago
      You're assuming the goal of the marketing is merely "to be remembered". But it's not. It's to be remembered in some positive way, or at least some way that still increases sales. This campaign will live forever as a laughing stock. That wasn't its intention.
      - fn-mote 1y ago
        Understood. But also “there’s no such thing as bad publicity.” Scare quotes because obviously there is, but I don’t think this example crosses the line.
        zamadatix 1y ago
        Even if one takes it as being on that side of the fence, which I'm not sure I actually buy myself, I'm also still not convinced getting some a niche of folks aware of marketing and brand design documents to have such an association form would deserved to be called wildly successful. Usually you want a significant portion of the population to have a common association with a brand as large as Pepsi, not a small portion to have a rare association.
deleted 1y ago
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codethief 1y ago
Oh wow. To everyone who, like me, hadn't seen the document before: You might wanna sit down before this one.
- floam 1y ago
  PEPSI LOGO: four-dimensional vortex spinning infinite sugar into your brain, colors aligned with cosmic harmony, corporations bending space-time for brand immortality. RED AND BLUE: binary opposition, day-night duality, eternal beverage cycle feeding consciousness illusion. MARKETING TEAMS: trapped in cubic time distortion, scripting consumer reality inside spherical deception—only Pepsi knows the quadrants.

neilv 1y ago

Which was a lot of work, to achieve the apt: https://www.utne.com/arts/new-pepsi-logo-is-a-joke/ https://www.utne.com/arts/new-pepsi-logo-is-a-joke/

Lammy 1y ago

What is the point of branding but to be remembered? It worked!

CharlesW 1y ago
lol no it did not https://www.voronoiapp.com/markets/Dr-Pepper-Ties-Pepsi-as-Americas-No-2-Soda--1484 https://www.voronoiapp.com/markets/Dr-Pepper-Ties-Pepsi-as-A...
- Lammy 1y ago
  I'm not talking about the company's effectiveness in selling sugar-water with the branding attached; I'm talking about the branding's effectiveness at being remembered. A person wants to criticize some unrelated UI design and the very first thing that comes to their mind is “lol this reminds me of The Gravitational Pull of Pepsi!!”. It will live forever.
  - jonahx 1y ago
    You're assuming the goal of the marketing is merely "to be remembered". But it's not. It's to be remembered in some positive way, or at least some way that still increases sales. This campaign will live forever as a laughing stock. That wasn't its intention.
    - fn-mote 1y ago
      Understood. But also “there’s no such thing as bad publicity.” Scare quotes because obviously there is, but I don’t think this example crosses the line.
      - zamadatix 1y ago
        Even if one takes it as being on that side of the fence, which I'm not sure I actually buy myself, I'm also still not convinced getting some a niche of folks aware of marketing and brand design documents to have such an association form would deserved to be called wildly successful. Usually you want a significant portion of the population to have a common association with a brand as large as Pepsi, not a small portion to have a rare association.

deleted 1y ago

[deleted]

codethief 1y ago

Oh wow. To everyone who, like me, hadn't seen the document before: You might wanna sit down before this one.

floam 1y ago
PEPSI LOGO: four-dimensional vortex spinning infinite sugar into your brain, colors aligned with cosmic harmony, corporations bending space-time for brand immortality. RED AND BLUE: binary opposition, day-night duality, eternal beverage cycle feeding consciousness illusion. MARKETING TEAMS: trapped in cubic time distortion, scripting consumer reality inside spherical deception—only Pepsi knows the quadrants.