Pepsi Reaches out to Digital People in Analog

October 27, 2008 · Comments

Pepsi I knew things would get interesting once Bonin Bough took the gig at Pepsi. Today, I received three separate shipments (pictured), about 20 minutes apart delivered by courier service. I got two cases with empty cans showing off previous Pepsi logos and designs, and then finally I got a case with six full Pepsi cans showing the new design. Pepsi wanted me to know that they were doing something with their branding and their entire approach over the coming years. They even sent me a DVD to show me some history.

I think this is phase one of something. But what’s interesting to me is that they reached out to me as one of 25 people to get this news. They presumed (correctly) that I’d blog about it. They figured I’d say something one way or the other.

New Pepsi Logo Can DesignPepsi doesn’t get an A plus for this effort, but they get an A (updated since I re-read the part about FriendFeed: see below). I’m pleased that they’re trying. Would they have tried blogger outreach a few years ago? Would they have tried without Bonin in place? Not sure. Doubt it.

**UPDATE: I missed the bottom of the letter in my post where it shows off the new Pepsi Cooler room on FriendFeed. That’s about as two way as you can get, and also fringe cool to boot. Good on you, Pepsi.

**UPDATE 2 (2PM): It looks like the Natives at FriendFeed are getting restless. If I’m Pepsi, I’d better think about this a bit, too.

By the way, the soda still tastes the same, in case you’re curious.

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  • Love the new cans! I also really miss old white cans though.
  • I think this new design and logo are extremely ugly. They're trying to go for the simple and streamlined look, but it fails. It looks very cheap. I think for me it's really that stupid font that ruins it. Blech.

    Every one of those cans on the top looks better than the new one.
  • curious how the logo kind of resembles Obama's logo ....
  • Can't say I am a huge fan. To be honest, when I first saw this I thought Obama and Pepsi were getting together to share logos. Maybe I am just being fed too much political noise? Either way, it is good they are making the effort to get bloggers involved. If it wasn't for this blog, I wouldn't have known about the new design.
  • That is so cool that Pepsi sent someone I know their new can design. My wife got me to switch to Pepsi after years of Coke drinking, so I'm sure she'll be interesting in checking out this post.
  • I guess, we, IBM Lotus Foundations, should send you something as well to entice you to blog about ;)

    @bilaljaffery on twitter

    Although, I do agree that this Pepsi 2.0 look is ok for now, but has no 'pepsi' appeal to it.
  • "He hates these cans! Stay away from the cans!
    -- Navin R. Johnson, 1979
  • Nice cans...

    I usually get slapped for that statement...

    d
  • "the soda still tastes the same" cracked me up - plus it's worth a bit a rumination on the fact that the actual product hasn't changed, that it's only the marketing they're working on - and in a way, you have to wonder why? what's the point in changing the can? do they expect that to bring in new/more customers?

    On the other hand, it's probably a good thing they haven't actually changed the product - after all, look at "new Coke"!
  • Why don't they get an A? We complain a lot about companies not paying enough attention to social media, but I think they are keeping up with society's engagement level. It's creative to send you the old cans as well as the new. I say kudos to Pepsi... and I don't even drink pop.
  • @Rebecca - A but not an A-plus. I just amended my post once I realized I'd missed a pretty damned important part: the FriendFeed room. That's pretty cool of them.

    But hey, we can't give them top marks right out of the gate. Bonin has to earn that +. : )
  • The new logo looks just like the Obama logo! Love it...too bad Pepsi is making our kids obese and sick...hmmm.
  • Does this have anything to do with Obamarama?? I don't like the design. Smart that they are reaching out though... that's cool.
  • So does Obama own all circular red white and blue design now? Pepsi has had a variation of this logo for over 100 years!

    I think the designers did a great job. I find the new logo very appealing and the simple, elegant design would make me look twice in the grocery isle after the last few years of "artist" rendered mash-up cans.

    That said, sending cans to bloggers is pretty 2004 of them. Of course we're talking about it, so...
  • I liked the white cans too, much more distinctive and clean.
    Now it looks like fresca cans or some other generic brands.

    Spending money on the wrong problem will only fix a different problem.
  • That crap will rot your teeth and ruin your stomach lining.

    Tell you what, send it to me and I'll drink it for you...its safer that way.

    Best always,
    - Peter
  • Kimberley Le Sueur
    not sure I like the new design. It will turn heads I guess but I think people will get bored of it quickly, so pepsi better already be on a new design.
  • Christina Reddington
    Can't wait to see my Diet Pepsi cans redesigned!

    Saw your tweet, and was simultaniously HAROed by Peter Shankman on this same subject. Somehow Peter only got 5 full cans in his package. (He must have had a thirsty delivery guy)
  • I think the font on the new cans are absolutely hideous.

    Personally, I think it would have been classy and catchy to go a bit retro with their brand. Those old cans in the photos are eye catching and not by any means cheesy. They could start by harkening back to the retro can style, and then follow suit with their paper cups, their commercials, and visual presence.

    But hey, they at least get huge points for utilizing social media. Starting fresh with a brand and moving forward with Web 2.0 as a large corporation can be tricky. I greatly admire them for embracing current technology to reach their audience.
  • Jeff Donald
    I'm no designer so I'll just assume they tested this ad nauseam and this is the design that worked.

    I do applaud them for diving head first into the social media/marketing world. All the blogs I've seen so far have been PR types so I'd love to see their complete list and see what other image makers they targeted.
  • I still miss Pepsi in glass bottles. Nothing else tastes quite the same. I like that new logo, though; it's rockin'! ;) And I don't think it's just sodas that are making kids "obese and sick", just for the record.
  • Good for them for move to social media. Good for them for targeting high profile bloggers. And good for Chris for getting some nice soda!

    But it looks generic to me. I don't get the logo without the Pepsi name... What is the symbol/meaning of the shape? It bugs me. I actually liked the yin>yang effect of the previous one - the wave effect....but that's my personal gut reaction. I was however, intrigued by the white cans. V. cool.

    Change happens. I guess the question is - what does it accomplish, really?
  • I'm a Coke gal myself, so no amount of logo design change would make me switch to Pepsi. I do give them points for contacting someone in social media, though. That shows me that they are clearly aware of the power of the internet and someone on their team has been watching closely enough to know which blogs could be influential.
  • Wow! If I were Pepsi, I'd be all over these comments giving some thanks to you for your opinions. I know that people will always have mixed opinions, but hearing from the smart people I get to talk with every day (you!) is a free benefit to them.

    Thanks for your thoughts. I hope to hear more.
  • I think this is great - it is creating a conversation around the cans, generating buzz, and connecting to the blogosphere. I would give Pepsi a B+ for their initial efforts! We are often so quick to criticize corporations for what they are trying to do; let's applaud their efforts and hope they continue. :)
  • Yay, I'm one of the 25 too! Happy to be in the same company as you Chris. http://www.tarametblog.com/2008/10/pepsi-mailma...

    I like the new color but one of my Twitter followers commented that the logo looks like Obama's logo.
  • I wonder if this is even slightly effective since their brand is so, so, so strong? I mean, if Chris Brogan blogs about a no-name, or a hidden treasure, that's one thing. But blogging about Pepsi... what's the real value?

    I'm not smart enough to know, but I'd guess it just isn't going to affect sales, or branding, or anything.

    And, I still like Coke better ;)

    Jason Alba
    CEO - JibberJobber
  • Great way to roll it out. Twitter search shows that it is rippling through the tweets today and this is only one of several blog posts I've read. I drink Coke (when I drink soda) but admire what the Peps have done.
  • Seth Godin wrote about this, and other companies doing similar things, over the weekend.

    I have to say I agree with him: http://davefleet.com/2008/10/branding-wont-solv...
  • I wonder if it was influenced, in any way, by Coke's recent push to drive loyalty via promotional codes?
  • Chris made an excellent point in his comment. Pepsi should have been all over the blog comments! The campaign was sent to only 25 bloggers--should not have been too hard to monitor and respond everywhere, even Twitter. Definitely loses points for that bad follow-up.
  • Jessica A.
    Really innovative way of getting the word out! The new cans don't look like Pepsi to me, though. They remind me of an energy drink or some kind of tea drink.
  • I think they would have been better of going for a more vintage look than a futuristic type logo. They are a recognized American brand and they should stick to their classic look.
  • Steve Coulson
    Chris, wanted to give my opinion on why I'd give this a C+ rather than an A, for one very simple reason (as far as I can see from what everyone has posted)

    Pepsi designed cool packaging, targeted just 25 influencers, staged an elaborate multi-delivery fedex stunt and then ....

    ...sent the same impersonal form letter to every one of the 25, from what I can see on all the Flickr photos. They didn't get to know their intended targets well enough to write just 25 personal letters? No contact details other than a friendfeed room? You don't know the name of the person who sent them, their email address, their phone address, their skype? no business card? No written signature?

    This is really a rookie mistake. Influencer Outreach 101 - don't spam, take time to know your target and pitch them personally. Or else it's not the beginning of a conversation, it's just an old fashioned direct mail, with a friendfeed url at the bottom.

    Don't be dazzled by the big brand name. This is very underwhelming.
  • Pepsi clearly employs a tiered engagement strategy with bloggers. When I was working for a huge brand I ran a very similar program with great success. By looking at keyword traffic you can see that while their may be millions of conversations online about your brand generated by hundreds of thousands of people, the primary social traffic is generated by a select few - in Pepsi's case, my guess is 25 people are responsible for kicking off over 75% of the conversation they were looking to start. I was working with similar numbers of people who started and influenced up to 10 million conversations each month. So, as you mentioned, their strategy worked... they sent you something intriguing and made you feel special for getting it, you wrote because you had something to say about it (and it's always nice to have an exclusive/early piece on something), people tracked back and others linked to those secondary articles... etc. Next step for them is being a part of the conversation they've created - don't have any evidence that they're tracking or getting involved so that remains to be seen. First step in running a smart social strategy though... check.
  • Pepsi definitely is trying out some new things with hopes to surpass their gigantic rival [Coke]. I still don't get why they are bailing out on this years superbowl ads.
    -Jack
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