you're reading...

Marketing Mistakes We Can All Learn From

Pepsi discovers the equity in packaging … a century late

Pepsi announced recently that they will be introducing a new bottle design which will add great value to the brand. Coke’s iconic bottle design, in the meantime, has been with us since 1915. The master marketer has made the unforgettable shape into a packaging equity that is more valuable than any other brand counterpart in memory.

PepsiCo, you will remember, hired Peter Arnell, designer to the stars, to come up with their new logo design. Arnell’s uber-contemporary design – actually a series of minimalist curved lines that one designer referred to as “static, empty, vaguely bland” – was rationalized in a now-infamous apologia modestly titled, “Breathtaking Design Strategy.”

In this astonishing (not in a good way) manifesto, Arnell declared: “BREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in design philosophy creating an authentic Constitution of Design. This chart documents the origin and evolution of intellectual property.”

PepsiCo might just consider this advice: Believe in your brand’s equity, not in gurus.