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What is Pepsi thinking?

by First name Last name on 10/24/2008 | 2 Minute Read

Pepsi has announced that they are undergoing a drastic relaunching of their branding and packaging

to bring "new life" to their flagship brands. The most dramatic

element is a redesign of the Pepsi Globe logo, which for some reason is

now supposed to represent a smile.

"Pepsi’s Chief Marketing Officer Dave Burwick

set the tone for the change at a meeting of Pepsi bottlers when he said

“If we don’t change quickly, we run the risk of being a footnote to

history,” according to Beverage Digest.

PepsiCo Chief Executive Officer Indra Nooyi told BD she didn’t expect

the changes to immediately stop the decline of Pepsi CSDs in the face

of a difficult economy, but she expects the initiative to slow the

decline until it eventually flattens out.

BD also reported that the changes generally excited bottlers, and that

Frank Cooper, vice president of sparkling brands, promised to help

bottlers convert their fleet to display the new Pepsi Imagery, which is

due to hit the market late this year or in early 2009." via BevNet

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What are they thinking? Seriously, this is a big step backwards in my opinion. With the change to the classic Pepsi globle logo, it looks like a cheap knockoff brand. I don't get it, just how is this supposed to increase or even sustain sales in a dwindling economy? Your thoughts?