Perhaps the Haters Were Right
Thu, February 12, 2009 at 10:11AM 
About a month ago, I wrote that Pepsi’s much-derided new logo deserved a second look before passing judgment.
But now that I’ve seen Arnell Group’s BREATHTAKING design strategy for the new logo, I think “the haters” (thanks, Tina and Gwyn) may have been right.
The hubristic document—which references everything from the Mona Lisa to the Earth’s magnetic field—was leaked earlier this week by AgencySpy and verified this morning by Ad Age.
I still think it may be a hoax, but I just can’t get behind the logo any more after reading Peter Arnell’s quote in Ad Age: “When I did the Pepsi logo, I told Pepsi that I wanted to go to Asia, to China and Japan, for a month and tuck myself away and just design it and study it and create it.”
For more deep thoughts—including an obligatory reference to the Golden Ratio—download BREATHTAKING here and judge for yourself.
Reader Comments (2)
Hi Frank,
I love your blog, and couldn't help but smile at your Pepsi post.
As an Arnell alumnus from twentysome years ago, I can tell you BREATHTAKING is no hoax. It’s classic Arnell. My guess is at the end of his presentation, the Pepsi execs were so flabbergasted that they couldn’t figure out if he was a genius or a lunatic – but figured they better agree to his proposal before he flipped out on them.
As Joe Biden might say, “True Story”:
While at Arnell (Arnell/Bickford in those days) we had a print ad account for a well known raincoat/outerwear company. Peter created a campaign that featured gauzy black and white shots of raindrops on windowpanes with their logo discreetly placed in the lower right hand corner. All very arty. He of course busts out Piranesi, the history of weather patterns, Stieglitz – the kitchen sink – for the presentation. Management approves.
The new ads are shown to the sales force, who proceed directly to apoplexy – “How the hell are we supposed to sell raincoats with this…. this….. what the hell is this anyway?”
Arnell is summoned to explain the campaign to them. He puts a picture on the screen of the riderless from JFK’s funeral and says nothing… for about five minutes.
“You see?”, he finally says to the sales force solemnly. “We’re focusing not on what’s there, but what’s NOT there”. The sales force is bewildered. He then shows about 20 Marlboro cowboy ads and keeps reminding them that there are no cigarettes in any of them. Just cowboys. And his voice is getting louder with each slide and each reminder. By the time he gets to the last cowboy, he’s shouting at them. “Do you get it?!” You don’t need a cigarette to think of Marlboro! Whenever you see a cowboy, you think of Marlboro!” He then puts one of their raincoat ads on.the screen, still shouting, “Do you understand what I’ve given you?! Do you?! You now OWN rain!! You OWN it!! Silence. Palpable relief that he’s done yelling at them. Arnell announces he’s off to see another client, and is glad that they now understand how to sell their raincoats.
One final note about the Pepsi project. It wouldn’t surprise me that after Arnell’s 30 days of wandering around China and Japan, that he flew directly from Hong Kong to Atlanta, knocked on Coke’s door and announced that he had figured out a way to kick Pepsi’s ass in Asia……
Oh, Bill, I miss you and these stories so much. You still making the Maltose trek? If so, I hope we can connect for a beer. I know you're not a Schlitz man but maybe we can find some Little Kings. You OWN the rain, my friend.