Sierra Mist Soda (USA)

From TheDieline.com:

The most dramatic element is a redesign of the Pepsi Globe logo, which for some reason is now supposed to represent a smile.

"Pepsi’s Chief Marketing Officer Dave Burwick set the tone for the change at a meeting of Pepsi bottlers when he said “If we don’t change quickly, we run the risk of being a footnote to history,” according to Beverage Digest.

PepsiCo Chief Executive Officer Indra Nooyi told BD she didn’t expect the changes to immediately stop the decline of Pepsi CSDs in the face of a difficult economy, but she expects the initiative to slow the decline until it eventually flattens out.

BD also reported that the changes generally excited bottlers, and that Frank Cooper, vice president of sparkling brands, promised to help bottlers convert their fleet to display the new Pepsi Imagery, which is due to hit the market late this year or in early 2009." via BevNet

What are they thinking? Seriously, this is a big step backwards in my opinion. With the change to the classic Pepsi globle logo, it looks like a cheap knockoff brand. I don't get it, just how is this supposed to increase or even sustain sales in a dwindling economy? Your thoughts?


Comments:

"You can't judge decisions made by managers from design point of view :) Those are two different worlds.

Probably this shows how bad really are things with Pepsi.

(Though I love the Mist can.)"

"oh my. You are right, the new pepsi logo just looks like a knock off. The 'misty' sierra mist, really? and wow, 'mtn dew'. not good, any of them."

"Ouch! That hurt."

"The Pepsi logo looks like some sort of Target-brand knockoff trying way too hard to look trendy.

"Mtn Dew" is the most tool-ish thing I've ever heard--and I really don't understand why you would want to mess up your product's name like that on the packaging. Don't you want it to remain memorable and stay in people's minds?

And the Sierra Mist can is clever in theory, but just makes me feel like I'm going blind. Not comfortable to look at."

"I'm shocked at how bad these are! They look like generic store brand bottles!

Their art director and CMO need to be sacked, pronto. Unless of course, this was designed by committee."

"They became crazy!
“If we don’t change quickly, we run the risk of being a footnote to history”

Is this what they need to survive?"

"While I hate the wordmark, I must admit that I find the new logo to be pretty clever. You really need to see it in context: Pepsi, Diet Pepsi and Pepsi Max bottles, sitting together on a self, look pretty nice.

There's no excuse for the Mountain Dew bottle, though"

"Feels a little bit like it was inspired by "Obama""

"It does look like a cheap knock off of their own product! They might as well change the names too. Pupsi, Mt. Moisture, Sierra Fog.
The only saving grace about this lineup so far is the nice tree element on the Sierra Mist can. However, as BitterLlx stated the mist effect of "Misty" is too generic to save a nice background.
Bummer."

Year: 2008
Source: The Dieline.com: The Package Design Blog