Pepsi's Propaganda Mishap

I'm just going to come right out and say it. I don't like this Pepsi campaign. To me, it feels too much like propaganda. To be fair, all advertising technically qualifies as propaganda, but this feels more like a brainwash than usual.

It reminds me of the Zoolander "Relax" video. "Just a nice, warm, happy time. Happy--happy--happy! Hahahaha!"

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It targets the Millennial generation too directly, saying, "Every generation refreshes the world. Now it's your turn." It's measly 5,851 views on YouTube have returned an even measlier 2 1/2 stars, validating my theory that our generation responds better to smart advertising that makes us think - not "happy," patronizing junk like this. Among my favorite viewer comments was "When did Pepsi become Kool-Aid?" I could not agree more.

And yes, the new Pepsi logo does somewhat resemble the Obama logo, but I also think it looks more like a logo for a teeth-whitening service than for a cola.


r.smith said...

Propaganda would more accurately be any ads funded by government. Even though the term is used loosely 90% of the time, I think it's best to reserve it for truly vile gov't-sponsored media.

I think it's better to just describe this as a bad advertisement. Propaganda has a negative connotation directly associated with government bias.

I prefer to steer clear of referring to anything from a private company as propaganda. No free market enterprise deserves such a lowly label.

liliana said...

The new logo is absolutely horrible. I heard the designer was an asshole, one of those "design superstars". Here is my logo, love it & pay me tons of money for crap. Grr..

Adrienne Waldo said...

Rei, I have to disagree with you - the first three definitions of propaganda in Webster's are:

1. information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.
2. the deliberate spreading of such information, rumors, etc.
3. the particular doctrines or principles propagated by an organization or movement.

Nowhere does it say that something is only propaganda if it's used by the government... Although I will give you that it's usually associated with government ads. I think the word has a negative connotation because people hate to think they're being manipulated, but under the definitions listed above, all advertising qualifies some form of propaganda. I'm sticking to my guns... The bright background colors, the repetition, the use of one bold image (the logo) and one bold phrase (yes you can)... are all reminiscent of old govt propaganda posters.

Anonymous said...

cmon that opening doesnt represent a smile. They want you to subconciosly think of a vagina opening. Think Im nuts read what every new slogan that goes with the new logo and give it a second look.