![]() Earlier this year, Pepsi announced changes to its zero-sugar recipe, and advertised the product with a Super Bowl commercial. Zero “is going to be the center of the strategy for the Pepsi brand,” in the US, PepsiCo\n \n (PEP) CEO Ramon Laguarta said during a February analyst call. Zero’s the hero Soft drink companies have been focusing on zero-sugar products and branding in recent years as consumer interest in full-sugar soda flags, and PepsiCo is no exception. Pepsi says that the changes its making are distinctive enough to do the trick, and highlight modern elements like Pepsi’s zero-sugar line. Tapping nostalgic images can be “very powerful.” But companies have to be careful to make sure the legacy branding feels fresh, he said. ![]() For “brands that have a long history, you always can look backwards,” Calkins said. Tropicana, then owned by PepsiCo, changed its logo back within a few months. In 2009, Tropicana changed its carton design so drastically that consumers were outraged. He pointed to the Tropicana logo debacle as an example. But they have to be careful not to rock the boat too much: Major changes risk confusing or upsetting customers. It’s not unusual for companies to tweak their look to stay relevant, noted Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management. The new logo, with its punchy, upper-case “PEPSI” smack-dab in the middle of the circle, emblazoned across the white stripe undulating between the red and blue waves, is more like it. “It’s this lowercase, italicized font, the blue is a little bit muted … it doesn’t exude that confidence and energy that the brand really represents.” Pepsi, Kaplan said, is “a bold and confident brand,” one that stands for “unapologetic enjoyment.” The current logo, with its lower-case “pepsi” standing shyly away from that laid-back globe? Not very bold, not very confident. The “Pepsi” in the logo “is decoupled from the globe,” noted Todd Kaplan, Pepsi’s chief marketing officer. But in the years since it first appeared, it’s gone a bit stale. The current visual identity was introduced in 2008. ‘Bold and confident’ Pepsi has been around for 125 years, and updates its branding every so often. The changes are designed not only to better align with people’s recollection, but to draw attention to Pepsi’s zero sugar line - a key part of the company’s growth plan. It looks a lot like the 1990s version which seems to have stuck in people’s brain, but with new elements to make it more modern, including a different font and font color and a new border. “Instead of rejecting it, we decided to embrace it.” Pepsi on Tuesday unveiled a new logo and branding that will roll out in North America this fall and globally next year. ![]() “We couldn’t ignore that kind of insight,” Mauro Porcini, PepsiCo’s chief design officer, told CNN. ![]() The brand name is off to the side, a bit meek next to the iconic globe. But that’s not how the current logo actually looks. ![]() When PepsiCo walks people through this exercise, as it sometimes does, that’s what most do: They put the word “Pepsi” in the circle. The word “Pepsi,” probably, in that globe. If someone were to ask you to draw the Pepsi logo from memory, what would you draw? A circle, perhaps, with the red, white and blue stripes that are emblematic of the brand. The word 'Pepsi,' probably, in that globe. ![]()
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