Pepsi’s rewritten script – singing the blues?

We’ve all followed the Pepsi Blue launch with amazement and disbelief. Launched with the nauseating line “let’s rewrite the script”, the new pack design fails to live up to the strategy. Has anyone ever mentioned to Pepsi that using colour in a small quantity (their red) simply makes it act as an accent or highlight, creating maximum impact?

The so-called blue can is still not blue, but blue and red, just like the old one. So, basically no change except a reported decline in sales following the 3m advertising campaign.

Pepsi – next time you rewrite the script, why not go all the way?

Marcello Minale

Minale Tattersfield

Richmond

Surrey TW9 1AJ