Pepsi's Emotion-Based Branding

 - Oct 24, 2008
References: creativereview
World-famous cola beverage Pepsi is once again updating the brand's logo. The new look is clean and modern, and perhaps edging on minimalist.

"It's clear this business is not performing where we would like it to be, in large part because the economic slowdown continues to pressure the North American liquid refreshment beverage category," says Pepsi CEO Indra Nooyi.

It has been leaked that the famed tricolored ball will have three different variations of what has been said to represent a smiley face. If this is indeed the case, Pepsi Max is grinning all the way to the bank. The smiles become more subdued as the sugar content drops; the diet variety shows only a diminutive grin.

Maybe the diet pop is not unsatisfied, possibly it is hiding a secret: Great taste, with less calories!