Advertising Age Article Abstract
'Breathtaking' Is One Word for Purported Arnell Pepsi Doc
Mad Ave Buzzing About the Deep Thinking That Supposedly Went Into Brand Logo Redesign
NEW YORK (Adage.com) -- Over the past 24 hours, adland has been abuzz about "Breathtaking," a 27-page document purported to be the thinking behind Arnell Group's recent revamping of Pepsi-Cola's logo. Littered as it is with marketing jargon, images of yin-yangs, mobius strips and Da Vinci's Vitruvian man, you'll maybe wonder whether Michael Phelps wasn't the only one hitting that bong. ...