How many times have you seen Coca-Cola change their can design? Be it the interface graphics or the shape of it’s cans and bottles, it remains one of the most recognized beverage in the world. With their new slimline 250 ml, Coca-Cola has collaborated with Spotify in an effort to bring their consumers the MyCoke trilogy experience all in the name of a healthier soda drink. We are due to see an integrated campaign with TVCs, outdoor as well as social media marketing. Users can also “blipp” the new can for a 3D experience while listening to music tracks via mobile devices as Coca-Cola will be working closely with Blippar. This new can is aiming to bring about not only a newer design but a series of other offerings. It is rather early to judge if this would be a successful campaign albeit the reputation of Coca-Cola. We have seen better campaigns from Coca-Cola which includes the can sharing campaign as well as the closer together campaign by Ogilvy & Mather and I love them. However, I remain skeptical on the results of this marketing effort. What is your take?
Can you decipher the hidden code within these 3 abstract visuals? What you are seeing might be entangled wires in red and blue or vessels of fluid tubes in those colors. What do you think of when you see blue and red? There are many possible combinations but kudos to you if you guessed PEPSI. Yes, the beverage giant recently tasked BBDO Dusseldorf to come out with a campaign that would subtly place their logo in a very unique and creative way. I have always love the challenge of placing things away from first sight. Given the ubiquitous that clients love having their “logo bigger” or taking the “safer option”, PEPSI’s bold attempt to approve these ads is commendable. This is pretty much one of the traditionally effective ways of bringing a message across to the audience in a very subtle subconscious manner. We term this subliminal advertising. It has proven to be very effective to create an impression in the viewer’s mind. Such tactics if well executed would yield amazing results. In my opinion, I believe this is a rather far fetched approach with a very bold intent. There are other possible ways to explore this idea further. Perhaps we could use paint works or even patterns to incorporate the logo but in a less obvious yet seemingly intelligent way. What do you think of BBDO Dusseldorf’s attempt to fulfill PEPSI’s marketing requirements for these ads?
Have you ever been under pressure from time to time to refresh your company’s corporate identity? Most businesses that have withstand the test of time, would definitely encourage you to make changes and improve your corporate identity. Take Pepsi Co. for example, they have been in the business of producing cola beverages since 1898. More info here. Take a good look at the changes in packaging for the soft drink can.
As you can probably see, even though it has gone through such a long heritage, the logo’s integrity seem rather consistent. In terms of it’s colors and its symbolic curves. Following their rich history, this provides a very iconic imagery in the minds of many. The bloggers at Bold Post have collated a cataloge of some of the popular soft drink cans and their corporate brand image transitions. Have a look and be surprised. Although there are changes to be made as times are changing, it is vital to keep track of the changes you make, keep polishing and fine tuning that identity with subtle changes one at a time. You would very soon see a rather evident change in the logo’s identity.
Click here to see the post. Have you been engaging in a creative agency to refresh your corporate identity? What are your views of the work produced? Feel free to drop in your comments on views and opinions of what you think.