'Breathtaking' Is One Word for Purported Arnell Pepsi Doc†

Mad Ave Buzzing About the Deep Thinking That Supposedly Went Into Brand Logo Redesign

Advertising Age, February 11, 2009 — 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.