Behind the Pop Culture Roots of Pepsi’s Modern Retro Redesign | AdWeek

Behind the Pop Culture Roots of Pepsi’s Modern Retro Redesign | AdWeek

Behind the Pop Culture Roots of Pepsi’s Modern Retro Redesign | AdWeek

In the annual holiday tradition of watching “Home Alone,” viewers not only relive the antics of Kevin McCallister but also encounter a subtle branding revelation – blame Pepsi for the plot twist. The iconic 1990 scene of Fuller guzzling Pepsi becomes a nostalgic reminder of a bygone logo era for the soda giant. In a recent study, when consumers were asked to draw the Pepsi brand, they consistently sketched the vintage logo seen on Fuller’s can, even if they were not alive when that logo was in use.

Pepsi, gearing up for its 125th anniversary, embarked on a two-year journey of consumer engagement and introspection. Listening to customers of all ages, conducting focus groups, and employing biometric eye tracking, Pepsi discovered a crucial insight: modern consumers were not drawn to the brand aesthetics reminiscent of the 21st century. The overly complex, soft, and tilted logos introduced in the 2008 redesign failed to resonate, lacking the energy and playfulness desired by Pepsi loyalists.

In response, Pepsi embraced a bold redesign, reverting to a more straightforward, all-caps typeface within its iconic red and white globe. The new logo, adorned with black outer circles as a nod to its zero-sugar line, signifies both modern progress and a dynamic digital presence. The brand’s commitment to “heritage done right” is reflected in its effort to blend nostalgia with forward-thinking, aiming to become the choice of a new generation………..full-loaf-600x400-1-e1700879832480 Behind the Pop Culture Roots of Pepsi's Modern Retro Redesign | AdWeek[read more]

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Rising-Dough-e1700879911412 Behind the Pop Culture Roots of Pepsi's Modern Retro Redesign | AdWeekAs businesses like Pepsi navigate the delicate balance between nostalgia and modernity in branding, what role do consumer insights play in shaping the identity of a company? Consider the impact of evolving consumer preferences on the decision-making process of established brands like Pepsi, and how this interplay influences not just their visual identity but also their market positioning.

*Click on the “Full Loaf” icon to read the full article! After you read the full article, let us know your thoughts.

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stone-street-coffee-logo Behind the Pop Culture Roots of Pepsi's Modern Retro Redesign | AdWeek ☕️ **Discover Stone Street Coffee Company – Your Coffee Haven!** Today’s Dough readers, if you’re on the hunt for exceptional coffee and cold brew, look no further than Stone Street Coffee Company. We at Today’s Dough are smitten with their rich coffee blends and refreshing Cold Brew. Stone Street’s commitment to quality shines through in every sip. Now, exclusively for our readers, click the banner above to snag a $5 off coupon on your next order. Experience the finest, ethically sourced beans roasted to perfection. Join the Stone Street community, savor top-notch coffee, and elevate your daily brew. ☕️🌟

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f46aeb5b995ee522efb9e0049943c2b5?s=64&d=mm&r=g Behind the Pop Culture Roots of Pepsi's Modern Retro Redesign | AdWeek
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Alex N
5 months ago

Pepsi’s decision to change their design could change the landscape of product design as a whole, but this may not be the case depending on customer insight. Customer preference influences what choices a company makes because they want to ensure the most profits. So, Pepsi’s decision to change their design could vary depending on customer insight, whether it be positive or negative.

2a102943de8f29107fcce2bdc160db20?s=64&d=mm&r=g Behind the Pop Culture Roots of Pepsi's Modern Retro Redesign | AdWeek
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Andrew Arntzen
5 months ago

Consumer insights play a large role in shaping the identity of the company because the companies want to please the consumers while wanting to make sure that the company grows. The evolving consumer preferences change the visual identity and market position because the companies will shift their company into having a focus on what is popular with the consumer. One example of this is how companies have shifted to marketing online instead of on newspapers.

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stonestreetcoffee.com ☕️ **Discover Stone Street Coffee Company - Your Coffee Haven!** Today's Dough readers, if you're on the hunt for exceptional coffee and cold brew, look no further than Stone Street Coffee Company. We at Today's Dough are smitten with their rich coffee blends and refreshing Cold Brew. Stone Street's commitment to quality shines through in every sip. Now, exclusively for our readers, click the banner above to snag a $5 off coupon on your next order. Experience the finest, ethically sourced beans roasted to perfection. Join the Stone Street community, savor top-notch coffee, and elevate your daily brew. ☕️🌟

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2 Comments
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Alex N
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Alex N
5 months ago

Pepsi’s decision to change their design could change the landscape of product design as a whole, but this may not be the case depending on customer insight. Customer preference influences what choices a company makes because they want to ensure the most profits. So, Pepsi’s decision to change their design could vary depending on customer insight, whether it be positive or negative.

Andrew Arntzen
Guest
Andrew Arntzen
5 months ago

Consumer insights play a large role in shaping the identity of the company because the companies want to please the consumers while wanting to make sure that the company grows. The evolving consumer preferences change the visual identity and market position because the companies will shift their company into having a focus on what is popular with the consumer. One example of this is how companies have shifted to marketing online instead of on newspapers.

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