Constantly changing design required in Asian markets

As Pepsi discovered, there are always detractors when a high-profile brand takes a risk. But Pepsi had the courage to tackle one of the biggest challenges for global brands operating in emerging markets: constant change.

Constantly changing design required in Asian markets

John Matthews

There are always detractors when a high-profile brand takes a risk and does something a bit different – or heaven help it, a lot different – as Pepsi discovered in 2008. Its new identity system was widely criticised in the media, even before its 'leaked' design brief was ridiculed on the web. But Pepsi had the courage to tackle one of the biggest challenges for global brands operating in emerging markets: constant change.

Its new logos are the tip of the iceberg compared with its willingness to embrace change. Look at...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands