Refresh everything, except for the logo

Soda's second fiddle is pushing the Pepsi Throwback for the second time in 10 months, leading with the tag 'Made with real sugar.' Of course, this isn't the first time a long-standing brand has gone retro to conjure up some good feelings. But do you remember a brand ever doing so when they just unveiled a new logo - a million-dollar logo?

True, it's not just a design gimmick; there is an honest-to-goodness tip of the hat to the old formula (sugar vs. HFCS). But it's hard to forget how the new logo was much maligned by ad insiders mostly for the gross amount of rationale (below) behind the mark to justify the price tag that put more stock in golden ratios and smiley faces than intelligent insights into the consumer psyche and purchasing decision. But maybe the new logo is also hated by consumers. Our humble opinion for the odd change in course: The new logo made it feel expensive (well, as expensive as soda can feel anyway). Use a throwback logo, and it feels like you're rolling back prices to 1965.

Pepsi Breathtaking Design Strategy

Sure, the new logo is here to stay-ish. But ten years from now when Pepsi goes retro again, we're sure they'll have thrown the new logo behind the woodshed. Heck, it feels like the marketing execs at Pepsi have already gone back through the concepts (as clients are apt to do) and liked what they found on page 10. No wait, 14.