Pepsi has decided to redesign its Corporate Image.
Following in the footsteps of its competitors, Pepsi has opted for a return to the brand's purest image, almost bordering on retro. The great media of the Branding are being very critical of this redesign which they consider to be excessive and ineffective for a strategy of Brand.
Pepsi's sales had fallen by between 2 and 5 percent in recent years and they have opted for a radical change in both Logo as in Packaging looking to turn one's attention away from one at all costs (even if the new image is soft).
The applications of the Logo are quite adequate, but for now they do not give the image of a great brand, the corporate image is still very immature and has a long way to go.
Personally, I think that right now it is quite difficult for them to consolidate their new brand image and we will have to wait for some time. Taking the example of Coca Cola's "back to basics" and its great acceptance by the public due to the subtle change of image, I don't know if the consumer will be ready for a radical change of image like Pepsi's. The redesign will take some time to reach Spain and it will probably be tested first in the US where it is already starting to be effective in the US. The redesign will take time to reach Spain and its effectiveness will surely be tested first in the US where it is already beginning to be seen in some supermarkets.