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Yes, We Can (Try to Hop on the Obama Marketing Bandwagon)
January 12, 2009 2:36 PM
Pegging off of the popularity and success of President-elect Barack Obama’s distinctive campaign logo, Pepsi has unveiled a new logo for their soft drink that is remarkably similarly to the president-elect's campaign O.
See for yourself:
Coincidence?
Well, consider this -- Pepsi has also launched a new campaign in conjunction with the redesign birthing slogans (all sporting the highlighted circular O)...
Slogans such as "Yes You Can."
And: “Optimism."
And: "Choose Change."
Officials from Pepsi insist that their product’s new look and message in no way is intended to copy Obama’s message, but rather to align their product with the mood of the country right now.
“Pepsi has always stood for youthful exuberance and optimism, which is reflected in our new campaign like never before,” Pepsi spokeswoman Nicole Bradley told ABC News. “We can't speak to the president-elect's design sensibilities, but we're all over his prevailing spirit of optimism. That's as refreshingly bipartisan as it gets."
The Obama campaign did not have a comment about the similarities between the message and the logo.
Last month, Pepsi commissioned a Pepsi Optimism Project (POP) survey, which concluded that those whom they dub “Millennials” (people born between 1980 and 1990) remained, “confident and optimistic” despite “a failing economy, employment woes and countless other concerns.”
Bradley says that the new youthful and optimistic marketing campaign was a result of that survey, which found that 94 percent of young people have a positive outlook on the future.
Pepsi also has plans to have a big presence in Washington, D.C. next week during the inauguration. The company has teamed up with The Creative Coalition to hold an inaugural ball. A spokesperson from Pepsi said that during the week they will continue it’s brand re-launch around the ideas of hope, positive change, and active participation though forums out-of-home communications, and TV.
Is this change we can believe in?
Or in the words of Sen. Hillary Clinton, D-NY -- then accusing Mr. Obama of plagiarizing speeches -- is it change we can Xerox?
-- Sunlen Miller and Jake Tapper
Photo credit: Pepsi-Cola North America Beverages and barackobama.com.
January 12, 2009 | Permalink | Share | User Comments (54)
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Well we must also consider what are the factors in Obama’s marketing campaign on Presidential inauguration.
Posted by: shishir | Jan 19, 2009 6:06:05 AM
When Christmas rolled around and the relatives came in some wanted "Diet Pepsi", I looked all over the isle and couldn't identify what the new product looked like so purchased Diet Coke. We all commented at that time how the gimic is costing pepsi due to a confused customer base. If this story is true, I will not be purchasing anything they make.
Posted by: Duncan | Jan 16, 2009 11:51:07 PM
I will NEVER buy another Pepsi product.
Pepsico wants to get involved in Socialism and politics? Not with MY money.
I'm boycotting and bat-mouthing Pepsi at ever opportunity.
I want CHANGE, HOPE. Hope for individual liberty and capitalism.
NOT Socialism!
Posted by: Steve Eide | Jan 15, 2009 9:25:18 PM
I think its a great idea...Maybe GM should try changing their logo as well. If it works for an automobile company, it should work for anything or anyone.
Posted by: Daniel | Jan 13, 2009 9:46:08 PM
You people are pathetic and it is a shame that something this trivial would ruffle so many feathers. Sore losers and Brain dead winners...
ok Obama won that fame comes with being President... Can we please just accept that American made it's decision and thats the end of it..
No matter what side you are on.
But I know that would be too sensible and with this country today, sensible and smart doesn't make any sense...
Posted by: JazzManBlue | Jan 13, 2009 4:00:41 PM
The slogan for the outgoing bush-league should be "No We Didn't".
Posted by: pt | Jan 13, 2009 3:49:26 PM
It doesn't really matter what Pepsi uses as its logo, it will NEVER be able to beat COKE!
Posted by: Jane G | Jan 13, 2009 11:15:13 AM
Obama is the ultimate ShamWow! Vince,
the erudite TV spokesman was an ACORN
worker. The product, like the P-elect
is truly a sham........wow!
Posted by: grizzly bare | Jan 12, 2009 10:49:55 PM
"If you guys had a new hire at your workplace, wouldn't you give them time to prove themselves, or would you judge them on their first day without seeing what they can do?"
I'd have a definite problem with a "new hire" who announced that everyone else had to work for him and "sacrifice." And who told his coworkers that, well, "guess we can't." Especially if more qualified people were passed over.
And I don't like Pepsi, its citrus base makes me ill. So it's all good, as long as Coke doesn't jump on the "bandwagon."
Posted by: Laughing Cynic | Jan 12, 2009 6:54:18 PM
how about Ben and Jerrys - Yes PE Can Ice Cream
and the Yes We Can-opener
Posted by: Omentum | Jan 12, 2009 6:37:35 PM
Nice Marketing PEPSI - GO WITH A WINNER!!!!
Barack's seal is GOLDEN.
Barack Obama is SMART. Admit it folks.
Finally we got someone with a BRAIN in the Oval Office.
Knowing that, you should sleep a lot better on the 20th of January.
Posted by: Omentum | Jan 12, 2009 6:35:43 PM
hmm, super interesting from a package design perspective. i stumbled upon this video which also does a good job of shedding more light on this similarity in design and messaging:
i love times like these when everyday consumers are exposed to the works behind the advertising that bombards them every day.
thoughts?
Posted by: erika | Jan 12, 2009 6:31:35 PM
Pepsi should add a few of those Obama Greek Pillars and maybe add the Obama seal also.
Posted by: Joe | Jan 12, 2009 5:57:55 PM
"...but rather to align their product with the mood of the country right now.
-snip-
...survey, which found that 94 percent of young people have a positive outlook on the future."
So, I guess I'm basically alone in feeling that things are rather bleak then. Good to know. Maybe if I start drinking Pepsi I'll feel better about things. If only I could afford to buy some...
Posted by: red | Jan 12, 2009 5:49:46 PM
"Does this foreshadow a conservative boycott of Pepsi?"
That would depend if they are still boycotting Pepsi because O'Reilly told them to a few years back because they used Ludacris in an ad.
Even though O'Reilly calls boycotts unamerican censorship.
Posted by: Ryan C | Jan 12, 2009 5:01:32 PM
Does this foreshadow a conservative boycott of Pepsi?
Posted by: matt | Jan 12, 2009 4:36:13 PM
Pepsi is hardly the only one, I have seen quite a few commercials emphasizing "yes we can" or a version thereof.
Not that Obama invented that one but he did popularize it.
Posted by: Ryan C | Jan 12, 2009 4:31:28 PM
hmmmm...I always thought the "Yes We Can" might have come from the terrific old Pointer Sisters hit. How long ago was that?
Posted by: Shockolit | Jan 12, 2009 4:29:44 PM
Sorry! I am not a Pespi fan. I love Coke!
Posted by: anonymous | Jan 12, 2009 4:28:14 PM
You are right, of course Reason. But you cannot use logic on the Obama haters! There is no amount of common sense that they cannot throw aside in their haste to criticize his every move. Next thing you know they will be railing against the Obama girls'choice of a dog breed.
Posted by: William J. LePetomane | Jan 12, 2009 4:26:34 PM
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