The Taste Of A(nother) New Generation

In search of a new generation, Pepsi has reworked its logo, and the price tag when all is said and done will be in the hundreds of millions of dollars.

The new logo took five months and more than $1-million (U.S.) to create, estimates Advertising Age. The real cost, however, will be in replacing the old logo on trucks, vending machines and stadium signs.

Brand gurus are divided on the new look, which is meant to suggest a smile. A Pepsi executive described it as "more dynamic and more alive." One brand expert said it looks "less durable, less permanent and classic."

The new logo is expected to make its debut in 2009.




I've yet to make up my mind on this logo but I'll think of something. What does this say about the whole Coke Vs. Pepsi thing? How many times will Pepsi rebrand themselves while Coke remains unchanged? I guess when you try to market yourself as younger and hipper you have to redefine yourself with each new generation. That's an awful lot of money though!