Refresh Everything (Including Your Campaign)
I had seen the campaign everywhere: outdoor postings, subways, posters, etc. It was weeks until I finally figured out what the hell was being promoted: Pepsi. I thought the logo looked familiar, but I also thought it had something to do with the inauguration since this campaign features a re-designed corporate logo that mimics the distinctive Obama “O” campaign logo, and refers to the president-elect as “the man who is about to refresh our nation.”
The ads also feature single words or phrases such as “Optimism,” “Yes You Can,” “Together,” and “One for All.” The re-designed Pepsi logo replaces the “O’s” in the words on the ads, shares similarities to Obama’s 
presidential campaign logo. For a second I thought maybe Obama was doing Pepsi ads…
This was a major mistake in my opinion and one that happens a lot: marketers relying too much on brand recognition and getting the message lost in translation.
Another example: Who can forget the “Be Kanye” campaign, when taking just two pills turns you from a white honky into a cool black rapper? I really wondered how many people knew that was an Absolute Vodka campaign?
$@bs
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