Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Wednesday, January 28, 2009


Pepsi Co. has been changing a lot lately, as seen in the previous two blogs about Pepsi and Tropicana (a Pepsi-owned brand).

In October 2008, Pepsi announced it would be changing the design and identities of their key brands due to decreased sales. The new designs have been making their rounds about the blogosphere for a while, but the new packaging is just beginning to hit store shelves. 

The sales drop could explain why the “new look” of these brands looks… well… cheap. It seems Pepsi is hoping the simplified cheaper-looking designs will cause consumers to grab their product before CocaCola’s expensive-looking design. 

Today… Lemon-Lime! 

Optometrists rejoice!

Once a sunrise on an ice-capped mountaintop, Sierra Mist is now a blur. Why they chose blurry as a design concept, I’m unsure. A commenter on the Global Package Gallery said the new design “is clever in theory, but just makes me feel like I'm going blind.” 

Mtn Dew, now more x-treme

The biggest change to Mountain Dew is the name, perhaps to reach a younger audience… one that is accustomed to shortening words in this texting/instant messaging era. The new branding hasn’t hit the official Web site yet, but I look forward to seeing what they come up with.


* A sidenote… why are both of Pepsi’s lemon-lime drinks named after mountains and moisture? I can’t wait for them to unveil Appalachian Fog! 

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Blogger Skip Lineberg said...


Awesome post! I had not heard about the upcoming changes to Mountain Dew. Wondering if Marc had the scoop?

Keep up the great blogging!


6:11 PM


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