Pepsi diet - now in the new, and debated 'skinny' can

 In todays Resume the new Pepsi 'skinny' can is mentioned.  I'm a firm believer in the power of attractive packaging and packaging design that's fully aligned with the brand proposition. And I think the new Pepsi 'skinny' can is just that. It's a modern and sleek packaging targeted at a group of consumers who care about their appearance and the stylishness of products. So what is so wrong about that? Well, the reason the new 'skinny' can causes a bit of outrage in media is of course the play on the word 'skinny' and its obvious linkages to this body ideal. There must of course be a specific reason for the use of the 'skinny' word in marketing communications. Pepsi knows that it will cause a debate, and thus.... lots of extra media and social media coverage for the new bottle and design. Is this ethical? Hmmm, well Pepsi don't seem to mind that much. And ethical or not, I'm sure it will be profitable. So, from my perspective this can be summarised as great design, great packaging but with debatable marcoms and corporate ethics.

Gap new logo - weak insights, social media buzz experiement or what?

 

It was interesting to read in Resume and Adweek about the launch and reactions to the new logo from Gap.   After an outbreak of comments from people who hate the (supposedly) new logo, Gap has now changed direction. The story is that they listen to consumers concerns and reactions to the logo change and, instead of simply changing to the new logo, they now want to offer designers all over the world the opportunity to contribute to new logo versions. The idea is to see if any of those new versions will be a better option than the beauty you see above.
Hmmm, is this really a true story? I simply cannot believe it when I look at the 'new' logo that Gap has unveiled. How on earth can anyone view that logo to be something for Gap? From my perspective - harsh reactions... I think any manager that took such a decision should be fired on the spot... Why? Well, the new version does not carry any resemblance to the old logo and none of the current equity is present in the new logo. Why would a brand with such a strong brand recognition and brand equity throw all that in the bin? If they do any consumer or shopper insight work they would now that their current logo carries a lot of power that cannot simply be thrown away. They must be smarter than that - I hope.


So, I opt for the social media experiment. And it sure has been an interesting week for Gap. I don't think that Gap has had this much free buzz for a very long time. And this might be part of a strategy to get Gap more social media savvy. I can't wait to here more about this one.

Pass it on - example of clever digital peer to peer marketing

Image by swisscan via Flickr

I find Pass it on an innovative and very fresh way of promoting a country - this time the lovely country of New Zealand, a country that's very special for me. On the Pass it on site you'll find great stories and little movies about NZ that you can pass on and share with other people. And when you pass on a story and the receiver follows your link and sign up to the site, you will earn credits and win prizes! Great thinking - for simple peer to peer marketing!