Thoughts
The White Stripes: Variations on a smile brought to you by Pepsi Cola
By Jennifer Reeves
Pepsi Cola is an iconic American brand whose various advertising initiatives have been nothing if not memorable. Affectionately referred to in some parts of the United States as “pop,” Pepsi has generated conversation about its brand by creating advertising campaigns that center around uniting Americans with what they love most – American pop culture.
Some of Pepsi’s endeavors, such as the late, great Pepsi Challenge of the 1970s, have been wildly succcessful in creating a relationship between the product and the consumer. Other efforts, like that time they lit Michael Jackson’s hair on fire, fizzled like flat soda. But as consumers grow tired of big advertising companies spending big bucks to buy their loyalty, over-the-top commercial productions featuring the likes of NASCAR-racer Jeff Gordon and pop-princess Britney Spears grow less effective, if they ever were.
Motivated by a sales decline of up to 5 percent in two separate beverage categories, the powers that be decided they needed to refresh the brand’s consumer connection. The $1.2 billion brand overhaul to be implemented over a three-year period includes new packaging, shelf-merchandising and a fresh look.
In mid-October, Pepsi reached out to 25 digital and social media influencers to unveil its new logo. The new design transforms the central white stripe of the familiar red, white and blue globe trademark into a series of smiles for each Pepsi product. While a “smile” characterizes the original Pepsi flavor, the white band angles into a “grin” on all Diet Pepsi products and arcs into a “laugh” to represent Pepsi Max. The formerly boxy Pepsi font is now much sleeker in clean, lower-case letters.
While the smile campaign seems clever in theory, I doubted the message could translate clearly to the consumer. To do a little field research, I paid a visit to the beverage aisle of my neighborhood Market Street and placed all three Pepsi products in a line on a shelf. I pretended I knew nothing of the rebranding campaign, and all I could think while staring at three different logos was, “I don’t get it!” A consumer who hasn’t read about the logos’ symbolism in detail would never naturally come to the conclusion that they represent six degrees of a smile.
Then I switched gears to examine the trademarks while keeping the meanings of the smile variations in perspective. I found myself wondering, “If I only grin when I drink Diet Pepsi, does that mean I don’t enjoy it as much as original Pepsi? Is Pepsi Max more fun because it stimulates me to full-blown laughter?”
However, when I saw the latest Pepsi commercial launched on New Year’s Eve, my initial adverse reaction began to subside. Without any pop-star push, “Word Play” very simply celebrates a new Pepsi and a new year. Against brightly colored backgrounds, the upgraded logo replaces the letter “o” in a variety of words and phrases that have only positive connotation like “optimism,” “joy,” “love,” and of course, “pop.” The production also demonstrates Pepsi’s attempt at a new consumer connection by translating social phrases such as “good morning,” “hello,” and “happy new year,” into several different languages.
By tying its new image to the new year and all the changes currently taking place in this country, Pepsi has made it easy for consumers to associate its product with the hopeful mood that is sweeping the nation. Also, the sleeker, simpler font, graphics and media productions are on par with the economic climate. Anything flashier would be perceived as inappropriate. Another American icon, folk singer Bob Dylan, once sang “The Times They Are A-changin,’” and for now, so must Pepsi’s brand strategy.
It must be noted, however, that billion-dollar rebrands embarked upon by giants such as Pepsi Cola take a significant amount of time to conceptualize, develop and implement. It is likely good fortune that that the campaign’s messages mesh so well with the current social and economic trends. Recessions are cyclical. While right now it seems like a welcome breathe of fresh air, how will Pepsi’s new image fare when the mood shifts again and America demands their popstars? Will the juxtaposition of simple advertising spots and complex smile strategy strike the audience as boring and a bit cheesy? Only beverage category sales will tell, but expect it to be awhile before they set someone else’s hair ablaze.
E-mail the author: Jennifer Reeves
