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http://www.fastcompany.com/files/PEPSI%20GRAVITATIONAL%20FIELD.pdf

I could never go into marketing, but I couldn't stand there and present that without losing it completely.

"The Pepsi DNA fi nds its origin in the dynamic of perimeter oscillations. This new identity manifests itself in an authentic geometry that is to become proprietary to the Pepsi culture."

Some Board Members must of been stupid on the inside attempting to follow the amazing results of a degree in art-

"Pepsi blah blah blah Ovals blah blah blah Ovals blah blah blah like the Mona Lisa blah blah blah banged her blah blah blah screwed her blah blah blah cap on."

And then stupidly clapped with the rest of his peers as he clearly was not smart enough to see through the bs this presenter was attempting.

Is the agency slinging a lot of gak? Yup.

Are the company execs eating it up? Yup...like Cookie Monster ripping into a plate of Chips Ahoy.

The thing to understand here is that while the agency likely put a lot of real time and thought into this work (this stuff is more involved and gets more conceptual than you think), a certain amount of the presentation is there to make the company feel better about the hideous price tag they're paying for it.

You'd think an executive would be able to see through certain things, but they're dazzled by B.S. and jargon as much as the next guy. Sometimes even more.

Dimensionalised!

Pepsi is the company that spent 1 billion marketing dollars on making their cans blue instead of red.

Does no one else remember Crystal Pepsi, Holiday Spice Pepsi, Pepsi Blue, Pepsi Red, Pepsi Fire, Pepsi Ice, Pepsi Mojito, and the various other variations that existed for only 2-3 months?

None of this surprises me, really. Pepsi has a history of spending a lot of money on new BS.

BREATHTAKING!



Thats what I gathered from it anyways. And I LOVED Clear Pepsi. It was yummy, made my pee glow......tooo much fallout3......brea.....th.......ta....k....ing.....

Platuan4th wrote:Does no one else remember Crystal Pepsi, Holiday Spice Pepsi, Pepsi Blue, Pepsi Red, Pepsi Fire, Pepsi Ice, Pepsi Mojito, and the various other variations that existed for only 2-3 months?

None of this surprises me, really. Pepsi has a history of spending a lot of money on new BS.

Coke and Pepsi both do this. One rolls out a new product to try to steal a teeny amount of market share (remember that tenths of a percent here is big money), then the other responds in kind. The new product peters out, and is replaced by a new flavor of the month.

You kind of have to roll out some new stuff just to tread water. Otherwise, while you're standing pat your competitor will roll out umpteen products to try to steal market share and shelf space. Since soda is ridiculously profitable, I hazard to guess that most of those products that came and went still made money, even with the price tag of the marketing campaigns.

They do special summer flavours in Japan every year.

They don't do anything special in the UK, that I've noticed. I don't drink that much Coke and I avoid Pepsi if I can.

gorgon wrote:

Platuan4th wrote:Does no one else remember Crystal Pepsi, Holiday Spice Pepsi, Pepsi Blue, Pepsi Red, Pepsi Fire, Pepsi Ice, Pepsi Mojito, and the various other variations that existed for only 2-3 months?

None of this surprises me, really. Pepsi has a history of spending a lot of money on new BS.

Coke and Pepsi both do this. One rolls out a new product to try to steal a teeny amount of market share (remember that tenths of a percent here is big money), then the other responds in kind. The new product peters out, and is replaced by a new flavor of the month.

You kind of have to roll out some new stuff just to tread water. Otherwise, while you're standing pat your competitor will roll out umpteen products to try to steal market share and shelf space. Since soda is ridiculously profitable, I hazard to guess that most of those products that came and went still made money, even with the price tag of the marketing campaigns.

Some do stay though.

As for making money, I wonder how much of it is from people buying up the stock at the end of the promotion for the secondary market. Hardcore lovers of these varieties are willing to spend big bucks to get them(12 packs of Mountain Dew Pitch black were selling for $60 within 2 months of when it stopped hitting shelves, some eventually hit $100+).

This has got to be bs. No one could have seriously come up with that gak and presented it as anything other than a joke.

Viral marketing campaign? Perhaps...

But gravity has no flavour, right?

Maybe this "sarndt" author is some sort of wizard...

Also, height and width of the Parthenon is proportioned to yield a golden rectangle.

I was confused at first, because the presentation was mostly an analysis of artistic proportionality. Then the gravitational fields showed up, and the laughter flowed.

Kilkrazy wrote:They do special summer flavours in Japan every year.

They don't do anything special in the UK, that I've noticed. I don't drink that much Coke and I avoid Pepsi if I can.

Yeah, I find myself missing all the special, seasonal products. I had my wife bring me some green-tea kit-kats....mmmm.

What?

So... someone got paid for doing that document?

Sooo, everyone here that makes $100k a year as a branding consultant stick up your hand.

Oh, wait!

"Pepsi, for when Coke isn't available."

/obscure?

Tyyr wrote:This has got to be bs. No one could have seriously come up with that gak and presented it as anything other than a joke.

It really wouldn't shock me if it's real. Lots of CEOs speak in weird business-ese and jargon of their own. That's why things like this are funny to those who swim in corporate waters.

http://www.mwls.co.uk/jargon.htm

People spend an inordinate amount of time in the business world trying to act smart in order to justify their paycheck, and that happens at every level and capacity.

To be fair, would you rehire or have any faith in an agency that walked into a meeting with the CEO or board, plopped down the new swirly-thing and said "here's the new swirly-thing that our designer cooked up overnight for you"?

IMO, the gravitational stuff is either tongue-in-cheek, lacking context, or both. I think the actual presentation the agency gave would put things in better context. And it'd have some of you guys standing and cheering, I expect. Don't underestimate the ability of these guys to polish turds. They make Bill Clinton look like Dubya...it's unreal.

Yes, you have to have the perspective.

People prefer to use advice they have paid for, even if it is demonstrably no better than free advice. Consequently, if you want to land a big marketing/design contract you have to put on a good show.

The Pepsi Globe Dynamics Emotive forces shape the gestalt of the brand identity!