pepsi rebrands… unconventionally

Pepsi Rebrands… Unconventionally

• Pepsi selectively chose 25 of the most influential individuals in the social media

• Each package was set to arrive 20 minutes apart

• Each individual was to receive 3 packages• The first and second package contained 5

cans• The third & final package contained 6

rebranded cans

- The Pepsi Way -

- The Logo - • Supposed to resemble a smile• Positive & negative reactions• Some think it’s a little to similar to this…

- The Strategy -• 60% response rate • Getting the brand name into social media– Word-of-mouth communication

- Mack Collier’s Blog -

1) Don’t send products to social media bloggers

2) Target what is established

3) Invest time over money

An overall success???• Has Pepsi achieved their desired reaction?

• Would you launch a corporate rebranding using the same strategy?• What would you change?

• Do you like the logo and their rebranding strategy?

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