ALL -NATURAL or NATURAL DISASTER

PepsiCo is adding three new softdrinks to its portfolio as part of the company's "refresh Everything" strategy. The lineup includes a premium all-natural cola, called Pepsi Natural, to be released this month in 10 select markets, along with limited-time throwback versions in April of Pepsi and Mountain Dew. All three products will be made with all-natural sugar, and aim to take customers in a different taste direction. Pepsi has been prepping this “natural” launch since 2006 as an answer to consumers' concerns about high fructose corn syrup.

“Pepsi Natural and the "Throwback" duo give consumersthe opportunity to refresh how they experience soft drinks,” said Frank Cooper, vp of portfolio brands, Pepsi-Cola North America Beverages, in a statement. “We’re continuing to offer a variety of products across different beverage categories, with a splash of nostalgia and entirely new experiences.”

The "Throwback" idea, I don't know if I am too crazy about it. I mean it worked for Ford when they took the Mustang back a few decades in it's look and it certainly had an appeal to buyers. This is a beverage we're talking about though. People who like and buy the product, "LIKE AND BUY" the product already. Why change the taste for a few weeks. Maybe that's why it's just for a few weeks. I don't know how I feel when PepsiCo says they're offering a line of products "with a splash of nostalgia". To me that doesn't sound refreshing or desireable to stick in my mouth. How about a blast of oldness in your mouth! No thanks! Is this what the new branding and logos were leading up to? If so, then I am way more disappointed than when I thought it was just a total brand/logo overhaul.

Now for this "Natural" thing; PepsiCo seems to be trying to re-invent a "good product" into something, not so much better, but all around different! This seems to be a plan to appeal to a whole new class and life-style of consumers. With everyone scrambling to things that are more healthy and more natural, without all of the man-made additives and preservatives, this seems like PepsiCo's contribution to a new mindset of product needs. Does this seem like a good approach? Is this too risky, will it last? Will health fanatics really pop the top on sugar filled carbonated beverages and feel good about it? I've seen many beverages similar to this around trying to hone in on people who want healthy foods and drinks. They don't usually seem to be a big hit. Will PepsiCo change it all? Will it be the trademark "Natural" soda beverage that everyone will consider, or is it just another crafty mix of words on a product that is still full of sugars, albeit "natural" sugars. And what about the branding? It seems like they have taken the new brand/logos, and rather than change them, they just threw off the bad branding on another line of products. In my opinion I think we're looking at a NATURAL DISASTER!

This post brought to you by the letter C

A friend pointed out this neat tidbit today...
A certain university and a certain fast-food restaurant share similar logos... can you guess which ones?

HINT: The university is playing Marshall this week, and the fast-food restaurant has tasty chicken!

Give up?

Hidden Logo Design: American Stock Exchange

Thanks to marketing genius, Justin Seibert, for spotting this interesting logo design teaser. Justin writes:

I really enjoy your logo analysis and saw one today that caught my eye. Go to the American Stock Exchange Web site and check out the logo at the top for Fixed Rate Options. It reminds me of a different word (don't want to bias you with my thoughts). Would love to see a post or just your thoughts if you have time.

There you go, Justin. Thanks, again.

Readers, let's have your comments! What do you see?

Coming Up: Another "Hidden Logo Design" Challenge

Friend and comrade, Justin Seibert, gave me a heads-up on a new logo example to share with the community of marketing geniuses. It's sneaky. And I think you will love it. So here's a clue: it is somewhat reminiscent of my 9th grade hairstyle.

If you are not familiar with our Hidden Logo Design series, it is one of the most popular themes on our blog. Here are a few, if you'd like to get up to speed to be ready for this next one that Justin discovered:

Animal Planet

FedEx

Finding Nemo

Goodwill Industries

Logos of the presidential hopeful

As we all know, a presidential election is on the horizon. If you did not know this, you must have been asleep for the past several months.

So while the news anchors and late-night talk show hosts discuss the issues and the controversies, I have been busy checking out the things that matter…

The logos.

And I must say, I think Obama is winning in the logo department; at the very least he gets kudos for originality. The design feels hip and new, it doesn’t resemble presidential logos of the past. Plus there is a nice subliminal message… a new dawn on America.

Hillary goes with a three-star three-stripe flag streamer underlining her name. First name of course. It makes for an ok design, albeit a design I’ve seen a million times before. It’s not necessarily memorable. That, and "for president" seems like it was thrown in as an afterthought.

And McCain is topped with a military star growing yellow triangles. Ok, we get it already. You served in the military. I must admit that it is refreshing to see him step away from the red/white/blue palette that every candidate seems to use. It is also simple and to the point.

Regardless of who you are supporting for president I’d like to see what others think about the logo design of the candidates (and sorry to all the candidates I left out).

New Animal Planet Logo

This is the new logo for the cable television network Animal Planet. The network is a favorite of my three-year-old son. We watch many of their interesting programs together. He likes the Meerkats and most of the monkey features (not surprising, and perhaps quite genetic, if you know me very well!). Some of the shows with the sharks and lions are "too scary." But that's not the point.


I am not too keen on the new design. What do you think of it? To my eye, it seems too cluttered, too busy. What's with the sideways "M"? At a quick glance, my eye sees "A PLANET" and something resembling an angular "3". Are they trying to imply that the planet has become too small for all the animals? That animals have become squeezed into our planet? Or is it just poor design?



And now here's their old logo. It still looks pretty good to me.

Which do you prefer?

Did they improve or detract from the brand identity?

Let us hear from all of our marketing and design geniuses out there!

A special thanks to our friend, Andy Malinoski, for pointing this out to us.

Google's Whimsical Logos

Don't you love how Google posts special thematic or seasonal variations of its logo every so often? I surely do. They call them "Google Doodles." It keeps it fun and interesting. Here's their special Valentine's logo below:

Actually, you've probably seen it in context already on Google, considering the fact that 200 million people visit each day. Kudos to Dennis Hwang and the design team at Google and to its leaders who see the value in doing cool, fun stuff like the Google Doodles!

More on Logo Design Elements - Staples

The Staples logo is a familiar one, isn't it? You probably see it almost every day. But have you ever looked closely at it. There's a small but unique design element that has been cleverly worked into one of the letterforms.

Do you see it now? Can you tell what it is, or what significance it has to the business? Do you like it?

Over the years, we have posted several examples of hidden design elements in logos. I'm a huge fan of cleverly design logos, especially those with little subtleties. (And I am a huge fan of the people who create such designs!)

Check out a few from the past. Some are more subtle than others:

http://marketinggenius.blogspot.com/2005/08/look-closer-closer-theres-another.html


http://marketinggenius.blogspot.com/2006/01/more-hidden-logo-elements-goodwill.html


http://marketinggenius.blogspot.com/2006/06/more-hidden-logo-design-elements.html


http://marketinggenius.blogspot.com/2005/10/more-hidden-logo-elements.html