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Oh geez where do I start… well, let’s just say that not a thing reproduced here or seen elsewhere that has been bubbling forth from Pepsi’s mouth makes any sense, rebranding always strikes me as a cheap shot (though not monetarily cheap!) at nothing but more media attention, and “Gatorade Rain” and “Gatorade No Excuses” seem equally strange to me.
I have to admit, I’m not one of the many people who think Pepsi’s new rebranding of their logo and drink is a bad idea. If anything, it represents the audacity of providing a fresh face to such a famous and iconic brand, and I think they’ve done a pretty good job.
Brands are becoming less and less symbolic and instead more and more impactful, keen on grabbing the attention of consumers whose attention spans are already seconds shorter than they were a decade ago.
Fortunately we on the Internets have always something to poke fun at, including a 27-page document on the merits and considerations taken into the new design, which apparently will cost $1.2 billion over three years.
I have never imagined my emotions to be so deeply tied with a brand…
So apparently I can liken my attraction (or lack thereof) to Pepsi due to gravitational forces?
“The investment in our DNA leads to breakthrough innovation and allows us to move out of the traditional linear system and into the future.” I don’t even know what it means.
The Pepsi Universe in Pepsi Orbit (which must be dimensionalized “exponentially”)!
Pepsi also is the parent company of Tropicana, but customer reaction to the change from “straw in orange” to “glass of juice” was so strong they actually decided to drop the whole idea:
Not surprisingly, Pepsi also owns Gatorade, so Peter Arnell, who was hired to make the changes to Pepsi and Tropicana, was also commissioned to redesign Gatorade (left is the current one):
While I think the bold colors and text is a great idea, I lament the fact that they saw it fit to rename everything, giving the title “Gatorade G” for the original flavor and rather ridiculous names such as “No Excuses” for what used to be Gatorade Rain.