Yes, We Can (Try to Hop on the Obama Marketing Bandwagon)
EmailPegging 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.
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kewl
Posted by: who says what | January 12, 2009, 2:53 pm 2:53 pm
It’s change you can emigrate to avoid, if you move fast.
Requiring a national attitude, along with forgiving the Bush administration on torture and all the rest of it, reveals Brock as a “Strawberry Shortcake”-like figurehead …
“Twice as much for a nickel too.”
Posted by: Belle Starr | January 12, 2009, 2:54 pm 2:54 pm
So the reporting has gone from past campaign offensives with McCain further back to Clinton. Not surprising.
Posted by: kat | January 12, 2009, 2:58 pm 2:58 pm
I’m glad that I’m not the only one who noticed Pepsi’s logo switch to a logo which looks A LOT like the logo and faux-Presidential Seal that Obama used during his campaign. Considering the scandal and controversy about Pepsi and Gov.Blago (and likely the fellow public officials from Crook Cty, Ill) it is no surprise that Pepsi might support Obama. I hope everyone decides to drink Coke instead (if they insist on wasting money on high-priced sugared water.)
Posted by: Al | January 12, 2009, 2:59 pm 2:59 pm
Corporate “newspeak”
Posted by: smith | January 12, 2009, 3:04 pm 3:04 pm
Didn’t Coke used to have a “refreshing change” motto? And Dr. Pepper, by virtue of its name, took a healing approach to advertising. Mountain Dew is plugged by it’s freshness. The possibilities could be endless for presidential soda pop exploitation.
Posted by: kat | January 12, 2009, 3:05 pm 3:05 pm
Or perhaps we could discuss where O got his campaign slogan, I know it is one that my husbands company has used for quite some time.
As for Pepsi, do people still really drink that stuff? LOL
Posted by: samhiguchi | January 12, 2009, 3:21 pm 3:21 pm
Don’t think I’ll be buying anymore Pepsi products…
Posted by: taxed2death | January 12, 2009, 3:28 pm 3:28 pm
What does it matter – Presodent Elect Obama did not start out with a real platform of his own and borrowed heavily from Sen. Clinton and others to build one, but no one dares call him unoriginal. Like soft drink products though, once he had a platform, then his PR professionals went about branding him like the newest thing in the soft drink war and the electorate was ok with it. So with all due respect Mr. Tapper, one bandwagon begets another.
Posted by: Concerned | January 12, 2009, 3:28 pm 3:28 pm
If anything PEPSI should SUE Obama for copyright infringment for his YES WE CAN label icon
Posted by: doggie | January 12, 2009, 3:29 pm 3:29 pm
Pepsi just lost another customer…me and my family!!!!
Posted by: Mildred | January 12, 2009, 4:19 pm 4:19 pm
Great! I will switch from Coke to Pepsi.
Posted by: William J. LePetomane | January 12, 2009, 4:20 pm 4:20 pm
Actually I am surprised the Shamwow guys arent suing Obama.
Posted by: BertieW | January 12, 2009, 4:22 pm 4:22 pm
So many people have already judged Obama a failure before he has even had one day in office.
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?
Posted by: Reason | January 12, 2009, 4:23 pm 4:23 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 | January 12, 2009, 4:26 pm 4:26 pm
Sorry! I am not a Pespi fan. I love Coke!
Posted by: anonymous | January 12, 2009, 4:28 pm 4:28 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 | January 12, 2009, 4:29 pm 4:29 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 | January 12, 2009, 4:31 pm 4:31 pm
Does this foreshadow a conservative boycott of Pepsi?
Posted by: matt | January 12, 2009, 4:36 pm 4:36 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 | January 12, 2009, 5:01 pm 5:01 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 | January 12, 2009, 5:49 pm 5:49 pm
Pepsi should add a few of those Obama Greek Pillars and maybe add the Obama seal also.
Posted by: Joe | January 12, 2009, 5:57 pm 5:57 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 | January 12, 2009, 6:31 pm 6:31 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 | January 12, 2009, 6:35 pm 6:35 pm
how about Ben and Jerrys – Yes PE Can Ice Cream
and the Yes We Can-opener
Posted by: Omentum | January 12, 2009, 6:37 pm 6:37 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 | January 12, 2009, 6:54 pm 6:54 pm
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 | January 12, 2009, 10:49 pm 10:49 pm
It doesn’t really matter what Pepsi uses as its logo, it will NEVER be able to beat COKE!
Posted by: Jane G | January 13, 2009, 11:15 am 11:15 am
The slogan for the outgoing bush-league should be “No We Didn’t”.
Posted by: pt | January 13, 2009, 3:49 pm 3:49 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 | January 13, 2009, 4:00 pm 4:00 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 | January 13, 2009, 9:46 pm 9:46 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 | January 15, 2009, 9:25 pm 9:25 pm
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 | January 16, 2009, 11:51 pm 11:51 pm
Well we must also consider what are the factors in Obama’s marketing campaign on Presidential inauguration.
Posted by: shishir | January 19, 2009, 6:06 am 6:06 am
to those of you who won’t buy pepsi because of pepsi’s support of obama, i haven’t bought pepsi since 1970 because of pepsi’s support of nixon.
right on, man.
Posted by: chris | January 19, 2009, 7:02 am 7:02 am
Pepsi is bad for you if you drink it more than occasionally.
So is Coke.
But now I am double-boycotting them!!!!!!1!
Posted by: M. Kulper | January 19, 2009, 7:23 am 7:23 am
It’s just Madison Avenue nonsense to make-believe that people drink Pepsi or Coke based on a stupid logo or tagline. But wait a minute, there is a good supply of shallow, dull and ignorant people in this world for Pepsi’s new campaign to soar. Here’s my free ad campaign, “Water Works… try it.”
Posted by: walkingman | January 19, 2009, 8:24 am 8:24 am
Won’t change because of a logo – but according to the “diet” guru (Bob Greene, you know Oprah’s friend) – “soda” is the enemy – so drink more tea and water – boost your metabolism to get this country active and alive!!!!
Posted by: bobo | January 19, 2009, 8:33 am 8:33 am
The new pepsi logo kind of reminds me of the girl scout logo – at a quick glance..
Posted by: TB | January 19, 2009, 8:35 am 8:35 am
I always thought that Pepsi sucked.
Posted by: jeffnalpha | January 19, 2009, 9:14 am 9:14 am
What do you expect from a desperate company that pumped so much money into Michael Jackson to drink their crap. A choice for a new generation? It never happened and it still won’t. They will probably hire Obama to be in a commmercial and he will wear the new “glove” and also be wearing a crown…since he is the “anointed one” you know. Not the king of pop, but the king of “Pep”…..as in that nasty Pepsi.
Posted by: jeffnalpha | January 19, 2009, 9:43 am 9:43 am
I am insulted by the Obama logo! Isn’t the American flag good enough for him? We live in America! Not Obama-land.
As far as Pepsi goes…go for it, whatever works. At least it isn’t sex selling.
Posted by: jeanniebaby | January 19, 2009, 2:30 pm 2:30 pm
Sorry, I missed it. How does Pepsi’s logo steal from Obamas? OK, they are both round and feature the colors red, white, and blue in curvy patterns. Might be stretching it a bit here. I thought the TV commercials were a farce, like so many beer ads.
I think the new Pepsi logo looks more like a crop from one of those self-pose teenage MySpace overhead shots of a girl in a bikini … still selling sex.
Posted by: Dave | January 19, 2009, 3:29 pm 3:29 pm
ABC News needs a new Senior White House Correspondent if this isn’t a joke. OMG – they are both circles – AND they are both red, white, and blue! Quality journalism there .. Good thing there is nothing else going on in the world worth reporting…
Posted by: Scott | January 19, 2009, 5:54 pm 5:54 pm
Pepsi is definitely jumping on the Obama bandwagon. I saw their latest commercial today. I don’t know what the song in the background was but it toots the phrases, “I know darn well we can make it/I know darn well we can work it out/ Yes We Can…” So I have to give props to the people who market Pepsi products because right now Obama is a brandname. Smart move:)
Posted by: Lisa | January 19, 2009, 10:42 pm 10:42 pm
What’s great about the Pepsi ad is the song. Go Pointer Sister’s. It’s nice to have a guy in the White House whose musical tastes range from R&B to Jazz.
Wynton Marsalis would do well to Invite the Obamas to a Jazz Weekend at Jazz at Lincoln Center. Maybe now the focus will be on great music including the Original American musical idiom…Jazz.
Perhaps the greats will come back to the U.S. instead of hiding out in Europe.
Posted by: sam | January 20, 2009, 12:33 am 12:33 am
Pepsi’s logo has been fairly consistant over time. I do not think it’s an Obama copy.
Posted by: Roland | January 20, 2009, 12:39 pm 12:39 pm
I actually like the commercial and the logo looks the same as the old Pepsi logo but fresher. The commercial is really uplifing and I think it was a brilliant marketing move. Just because Pepsi wants to mimic the upbeat, everything will be ok, have confidence, unity message…what’s wrong with that. As consumers and citizens, we need that confidence builder. I love it..I will not buy another coke. Pepsi is my choice.
Posted by: Tara | January 22, 2009, 12:20 pm 12:20 pm
The media can make you believe anything. This is just a coinsidence. Hellooooo.. these are Pepsi colors. I personally never drink the stuff. It’s bad for ya anyway..
Posted by: nancy | January 23, 2009, 7:53 am 7:53 am
Uhhh, I hate to break it to you but those logos don’t look anything like one another other than the fact that they are both red, white and blue and are round.
In fact, I don’t get the Pepsi logo at all. What the heck is that? A sail? A weird distorted “P”?
There is utterly no similarity.
Posted by: brian Friesen | February 1, 2009, 12:08 pm 12:08 pm
I’m a marketing pro who has worked on identity projects in the past. When I first saw the new Pepsi logo, I instantaneously recognized it as a riff on Obama’s.
It might help those who don’t immediately perceive it to rotate the image counterclockwise about 90 degrees (something the human brain often does unconsciously). Then the similarities are more apparent.
The fact that the logo is being introduced in an ad campaign featuring obvious appropriation of Obama’s messaging should alleviate any doubts about PepsiCo’s intentions.
It’s a risky strategy, because it subsumes Pepsi’s brand into Obama’s more powerful one, and it won’t be easy to differentiate it later if Pepsi’s consumer base becomes disillusioned with the President.
I question the business case for this move. It almost seems like Pepsi made the identity shift more for cultural or ideological reasons than sound marketing ones.
Posted by: Chris | February 5, 2009, 10:56 am 10:56 am
WOW!!! Lighten Up People! There are three different Globes. A Grin, A Smile, and a Laugh. Times are tough and very few are unaffected, we are ALL aware. So why are we bashing a company that is only trying to keep spirits up and bring a bit of JOY if possible. Did anyone READ the statement? It was unintentional and even if it wasn’t WHO CARES?? Do you really believe that the idea for this campaign began when Obama stepped up to the plate?? I could be wrong but it seems to me that it takes a bit longer than that to put something that big into play. So because PEPSI shares and is trying to spread the same optimism and hope that millions of us do, it is somehow WRONG WRONG WRONG because the President is optimistic and hopeful?? I’m Pretty confident that we wouldn’t be seeing a new black blue and purple can covered in tears and carnage if the President thought it was hopeless! HMMMM? I say Thanks Pepsi! For spending the time, money and Manpower to give us a little lift when we’re down!
Posted by: Dawn Boddy | February 5, 2009, 5:33 pm 5:33 pm
Because the more I think about this article, the more I feel an ugly and Unnecessary spin has been set in motion, I started searching.
Here’s a story I found on another site with a few quotes from Bill Wyman, senior manager of marketing, Pepsi Cola North America. A No ugly spin, just some News to share story.
Pepsi has a new look.
Nationally Pepsi-Cola has made a “breathtaking” change.
Pepsi is rebranding itself with a noticeably refreshed globe and cleaner, simpler packaging. This move places Pepsi at the heart of change, looking towards an uplifting societal shift.
“There’s no denying the current challenges facing the nation but many Americans want to look ahead to brighter days and Pepsi hopes this change will help lift America’s spirit,” noted a press release.
“Pepsi has always been and always will be fueled by optimism and youth,” said Bill Wyman, senior manager of marketing, Pepsi Cola North America.
“We’re going to capture that spirit, one that will place a great deal of emphasis on a word that resonates with today’s Millennial generation: optimism.”
The primary target of this “forward-leaning” initiative is the millennial demographic – consumers who will be in their late teens and 20s in 2009. But it looms, at the same time as a universal message that will resonate across the beverage-consumption board, particularly with the Baby Boomers that formed the archetype Pepsi Generation in the 60s.
Posted by: Dawn Boddy | February 5, 2009, 6:40 pm 6:40 pm
Meh. Doesn’t taste any better. Now I just want someone to buy it for me, instead.
Posted by: jay | July 30, 2009, 3:55 pm 3:55 pm