Pepsi Unveils Packaging to 'Digital and Social Media Influencers'
Today, Pepsi, with strategic help from Edelman, reached out to 25 "digital and social media influencers" with three separately-shipped packages. The first contained five cans representing logo design from 1898 to 1950. The second contained five cans representing logo design from 1962 to 1998. The third contained (yes, you guessed it) the newly launched can design - six of them full of actual Pepsi.
Accompanying the final shipment was a DVD highlights of the company's 110 year history including the debut of the new logo and packaging across all product lines. You can watch the video here.
When the logo was unveiled last week, it received somewhat of a lukewarm reception. Seeing the final product though may sway some naysayers. The logo and product design are sleek, simple and refined. It's a welcome change from the rather boxy typeface used since 1962.
As part of the launch, Pepsi is making use of Friendfeed with a room called Pepsi Cooler. Supposedly, it's where all the social media geeks can go and comment ad nauseum on the logo, product design and whether or not any of this has anything to do with the fact the product itself is nothing more than sigar water with a little caffeine tossed in.