Sarcastic or Sincere? The Concept Behind the New Pepsi Logo.

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Today, Pepsi, with strategic help from Edelman, reached out to 25 “digital and social media influencers” with three separately-shipped packages. The first contained five cans representing logo design from 1898 to 1950. The second contained five cans representing logo design from 1962 to 1998. The third contained (yes, you guessed it) the newly launched can design – six of them full of actual Pepsi. Via: AdGabber

Spreading like wildfire around the Internets is a weird PDF for the Pepsi re-branding simple called “Breathless” by Arnell Group. Reading through it is hilarious to me although many believe it is real. These may be the same people who thought the Blair Witch Project was real too.

I’ve posted a few of the pages after the jump for you to take a look at. Pepsi paid a lot of money for this joke and it will pay off. Why? Because traditional P.R. is not effective anymore and this is the future. The web IS public relations.