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Pepsi "Breathtaking" Brand Document
via AdAge
Adland has been abuzz about "Breathtaking," a 27-page document purported to be the thinking behind Arnell Group's recent revamping of Pepsi-Cola's logo. Littered as it is with marketing jargon, images of yin-yangs, mobius strips and Da Vinci's Vitruvian man, you'll maybe wonder whether Michael Phelps wasn't the only one hitting that bong.
"Breathtaking" theorizes consumers will feel a gravitational pull elicited by the new logo, one that will lead consumers to fill its shopping carts with Pepsi. At its most extreme, the presentation compares the reimagined Pepsi globe logo to the Earth's magnetic fields and the sun's radiation. "Emotive forces shape the gestalt of the brand identity," it muses.
