I just passed, for the millionth time, a newish Pepsi billboard that reads "LOVETC" with the Pepsi logo inside the "O.". It's part of the latest Pepsi we've-been-with-you-through-the-generations campaign, and it bugs the hell out of me. The new Pepsi billboards all feature cryptic words with the Pepsi logo inserted somewhere convenient, and they make so little sense that the first couple times you see them, you just think, "huh?" and when you finally figure out the gist (the words represent generational themes, or something), you're just annoyed at the time Pepsi has stolen from your life.
[note: I'm not even going to start on the new Pepsi logo, which is apparently supposed to represent a smile, and which is totally a ripoff of the Obama logo, and which I think is going to be a massively misguided step away from their signature branding.]
SO: has this new billboard campaign failed because it just makes us pissed off? Or succeeded, because of the amount of time we've spent rolling the Pepsi name around in our brains? I can't tell.
[source: emilychang]
Brand New's readers' reaction to new Pepsi designs is, uh, less than positive.
Corporate site: Pepsi Gallery
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