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Saving Time feels like Simplicity; Unless you are Pepsi

March 23, 2009
Pepsi Chiat\Day

John Maeda tells us that the average person spends at least an hour a day waiting in line. Waiting for a coffee, a train, or my favorite: waiting in line to get popcorn at the movies.

I want to apologize in advance because I am going to to waste your time, just as Pepsi and TBWA\Chiat\Day has wasted ours. Last week I had lunch with two AIGA board members. As we were leaving we noticed the over sized hot pink Pepsi billboard which read: “LOVETC.” We spent a few minutes pondering, “What the hell does that mean? LOVETC, like ecstasy?”  Honestly, that was the best we could come up with. If you have any ideas, let me know. 

BBDO lost Pepsi after a 48 year relationship to TBWA\Chiat\Day, in 2008, and this is what we get? AdAge said that PepsiCo plans to push $1.2 billion over three years towards revamping their brands. Ugh. I am going to ask my 15 year old cousin what she thinks of it, maybe she can shed some light from a tween point of view. Or maybe I will just waste her time.  Here is Brand New’s review of the new logo which was done by the NYC based Arnell Group. 

At the Designing Obama event, Sol Sender was asked about the resemblance of his Obama logo to the Pepsi logo and said he didn’t feel there was enough comparison until the agency used the logo as the O in things like HOORAY and JOY. So, this raises the question: Is it a good idea for an ad agency to bend brand guidelines, or should that rest with the logo designer? I wonder what the Arnell Group has to say about it. Regardless, I bet they are wishing they got a larger pieces of the $1.2 billion. 

Here are some more examples of how Pepsi has been wasting our time. sorry!


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