Pepsi Can’t Sit Still

The Wall Street Journal reports that one of America’s iconic brands is going through a late-life identity crisis. Scatch that. The story’s really about loss of attention span. Or maybe it’s about the Cult of New. You be the judge.

PepsiCo Inc. is seeing its cans in a whole new light.
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For 109 years, the Purchase, N.Y., company has fiercely guarded the packaging of its namesake cola, crafting changes to its labels rarely. Now, though, it is launching a series of designs, to debut every three or four weeks — a marketing shift that the company hopes will grab the attention of increasingly fickle, restless and distracted young consumers.
The new graphics are part of a broader new thematic campaign for Pepsi-Cola that emphasizes the brand’s “fun, optimistic, and youthful spirit,” Pepsi says.

In realted news, USA Today reports that Pepsi will award a $100,000 sterling silver Pepsi can trimmed with 300 diamonds, 100 sapphires and 100 rubies to the winner of its Super Bowl halftime show promotion.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.