“Throwback” Is Totally The Wrong Word, But I’m Still Excited About Sugar

Much discussion in the design/marketing/advertising world about Pepsi’s new logo. For the record, I like it. I didn’t think the original one needed updating, but the logo, along with the “POP” campaign is successful. You got my attention, PepsiCo., good job.

I realize I’m in the minority here.

So I’m going to straddle the fence and pair my glowing review of Pepsi’s logo and campaign with a seriously hateful review of this crap:

image via BevReview.com

W. T. F?

Okay, it’s the “classic” (apologies, Coca-Cola) Pepsi-cola logo, that’s cool. But what the hell is going on with (a) using the word “throwback” and (b) using the word “throwback” in that ungodly font?!

Ew ew ew.

For those of you lucky enough not to be in the trenches of marketing, let me tell you: there are people who make six figure salaries whose sole job is “naming and nomenclature”.

I’m not talking about copywriters. These are “special” naming people that come up with things like “iPod” and “Venus” and “El Camino”…and one, possibly more, of these people decided that throwback was the best word to tell you this:

This Pepsi product is made with real cane sugar and not partially-hydrogenated corn oil (which is that disgusting stuff that makes you fat and also tastes like liquid shit).

Throwback.

I am not even joking.

They did it for their Mountain Dew product, too:

The good news is that pretty soon, we’ll supposedly be able to buy this corn-syrup free stuff in the United States. I’ve had just about enough of Mexico getting all the good crap around here.

I will of course buy it. The Pepsi, not the Mountain Dew because that stuff is nasty, I don’t care what kind of sweetener is in it. But “throwback” will forever leave a bad taste in my mouth.

And that weirdly-derived from Century Gothic font burns my eyes.

Maybe I’ll just drink it out of a paper bag. If anyone asks, I’ll just say it’s a throwback and it will all somehow make sense.

Tags: advertising, campaign, Design, ew, logo, marketing, partially hydrogenated corn oil, Pepsi, sugar, throwback