CAMPAÑA PEPSI - REFRESH (by TBWA)

Creative Directors: Brett Craig, Joe Shands
Art Director: Bill Hornstein
Copywriters: Brett Craig, Anthony DeCarolis, Eric Fahrenkopf
Director of Broadcast: Richard O’Neill
Agency Executive Producer: Anh-Thu Le
Agency Senior Producer: Mila Davis
Agency Producer: Rob Saxon



A continuación un copytext del articulo "Pepsi's Ode To Joy For '09" (www.brandweek.com) en el que se da una descripción de la campaña y su relación con el cambio politico en USA:

Pepsi's Ode To Joy For '09
TBWA\Chiat\Day's optimism for the new year doesn't prove infectious

Jan 5, 2009
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To be fair, this New Year's effort is a palate cleanser, or placeholder, for the real ad campaign to come. Still, given TBWA's genius in promoting Apple, and Pepsi's prominence as a brand, I find it a disappointing opener. The graphics represent an artificial sense of hope that's detached from any meaning.

It's all about the "O." In each word, that letter is replaced with the new red, white and blue smiling Pepsi globe logo, designed by Arnell. For me, that's where the trouble starts.

The new Pepsi mark is very reminiscent of the Barack Obama logo, the graphic symbol that was so swooned over by design mavens and average Joes alike. That's because the Obama logo was rooted in meaning: Obviously, the "O" is for Obama, the colors represent the American flag, and the stripes could be the plains or American farmland or a bridge to the future. There's a grounded, hopeful sense of change in the abstract imagery, which matched Obama's platform perfectly, while the rest of the presidential contenders' logos merely spelled out their names.

The Pepsi logo is also pretty similar to the Korean Air logo. The airline, on its Web site, says the yin-and-yang design is intended "to express a sense of dynamic power." I'm sure the Pepsi designers were going for "dynamic" feeling as well. But the red, white and blue globe, smiling or not, just seems hard and corporate. It fails to incorporate any sense of the rich visual legacy of the Pepsi brand. (And with the redesign of its can, Pepsi joins the parade of companies using all-lowercase lettering, suggestive of the 1960s and '70s.)

Whether the country is feeling optimistic or not at the moment, the big question here is: What is the spot really communicating? And that's exactly the problem these days in selling any soda. That this ad comes off as Apple lite reminds me of the famous marketing story from the mid-'80s, when Steve Jobs recruited John Sculley from Pepsi to head Apple. He convinced Sculley to take the job by asking him, "Do you want to sell sugared water all your life, or do you want to change the world?"
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referencia:
http://www.brandweek.com/bw/content_display/current-issue/e3ic8de2356a5754927c29cae7ab2a1ec5a