Grinning Pepsi Logos and the Wrinkled Penis Bottle

We believe in branding. Your logo, your namespace, and your textual perception is everything online, and it is the only thing that matters when you are a popular company propagating your brand. We were horrified to learn Pepsi recently changed their semiotic logo and bottle in favor of a strange, smiling, grinning, yawning set of variations on the Obama-like red-white-and-blue theme. Here is the old, favorite Pepsi Logo we all know and love:

Here are the new Pepsi logos. Notice how the logo’s white “mouth” changes style and shape to entice you into drinking?

The new Pepsi “smiling” logo overwhelms the can.

Some on the internet claim the style of the new Pepsi bottle is semiotically erotic in that the design of the plastic between the cap and the logo looks like the head of a “wrinkled penis” — and when you think about people unscrewing the bottle cap to press their lips against that “plastic Pepsi penis” to swallow the sweet nectar — you begin to feel sick to your stomach enough to wish again for a Coke Blak.

It doesn’t make any sense for Pepsi to change their logo — unless they’re feeling pinched by shareholders and made desperate by Coke’s stoic, and unchanging, logo — but if PepsiCo wanted to make a wholesale change, they should’ve gone the Cocaine and Pimpjuice route instead of picking the grinning penis path.

26 Comments

Dananjay Anandan says:

November 6, 2008 at 8:48 am

Hilarious, David!
That new logo does seem like it’ll take some getting used to!
The Pepsi website has an alert about this that takes you here –
http://www.pepsi.com/falserumoralert.php
Dananjay Anandan says:

November 6, 2008 at 8:51 am

Woah! That seems to be something else altogether!
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 6, 2008 at 9:42 am

Hi Dananjay!
That alert is fascinating — I thought it was going to deny the “Plastic Pepsi Penis” — but it does not! SMILE!
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 6, 2008 at 9:43 am

It is sort of disgusting, isn’t it, Dananjay? I know they say sex sells… but… Pepsi has a pretty young audience…
Gordon Davidescu says:

November 6, 2008 at 10:03 am

Yuck! I just asked a coworker to check out the image and tell me if anything struck him. He said, “You mean other than they look like penises?”
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 6, 2008 at 10:33 am

Oh, my! It’s pretty bad, Gordon, that a quick look provides the same, sensual, result.
Ick!
Dananjay Anandan says:

November 6, 2008 at 1:00 pm

Yes, David, it leaves little to the imagination.
Gordon Davidescu says:

November 6, 2008 at 1:33 pm

Not to mention, what is up with “mtn dew”? are they into txting at the office?
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 6, 2008 at 2:01 pm

Dananjay —
Do you think PepsiCo KNEW they were designing a plastic penis? Was there no one on staff that held up a hand and said… “Waitaminute…”
How does something that suggestive get by the internal censors. What is an “on purpose?”
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 6, 2008 at 2:02 pm

Yeah! They’ve seemed to have leapt off the deep end, Gordon! What silliness! Why chop down the mountain? I guess they do want the non-vowel speakers, eh?
I do sort of like the Sierra Mist misty logo. It’s a sad brand, but the new branding is sort of interesting.
msdemmie says:

November 6, 2008 at 7:16 pm

OH YUK
Especially when you consider the age group (young teenagers) that makes up their main marketing target group.
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 6, 2008 at 7:19 pm

That is exactly the yuk point, Nicola — they’re trading down to kids and asking them to sip from THAT bottle… oofff! What a ridiculous, avoidable, mistake!
Dananjay Anandan says:

November 6, 2008 at 11:59 pm

David,
Chances are that they knew exactly what they were doing. I wonder why mountain dew wasn’t packaged similarly.
Kathakali Chatterjee says:

November 7, 2008 at 7:39 am

Looks like a sure shot recipe for disaster, David. How could the company be so dull?
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 7, 2008 at 9:09 am

In the USA, Dananjay, Mountain Dew is focused at young, active, boys while Pepsi is more directed at females. Generally… Coke is considered the “man” drink because it is less sweet than Pepsi the “woman” drink.
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 7, 2008 at 9:10 am

Is it possible they wanted this controversy, Katha? “Oh it isn’t a wrinkled penis just like Mike Huckabee’s bookshelf cross wasn’t a cross…” It seems like a losing proposition to me…
Kathakali Chatterjee says:

November 7, 2008 at 9:59 am

I am so glad I don’t drink Pepsi!!!
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 7, 2008 at 10:03 am

You are not enticed by the new Pepsi bottle, Katha? Are you a Coke gal or a Mountain Dew honey?
Kathakali Chatterjee says:

November 7, 2008 at 10:53 am

Bleh.
No way David. The concept seems so passionately goofed-up.
I am more of a “Coke gal”, “Mountain Dew” is too sweet for me!
I seriously miss “Canada Dry” and “A & W Root Bear” here…
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 7, 2008 at 11:39 am

Coke is very good, Katha. Do you like Ginger Ale?
Kathakali Chatterjee says:

November 7, 2008 at 11:45 am

Yes! Ginger Ale, Dr. Pepper – love it! 🙁
I am not much of a “soda” person though!
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 7, 2008 at 11:47 am

I’m not much of a soda person, either, Katha — especially now that I’m off caffeine. It’s hard to find a diet soda that is non-caffeinated.
Kathakali Chatterjee says:

November 7, 2008 at 12:04 pm

Yes David – I agree.
I remember taking a road trip with a very good friend of mine once, she used to start her day with a can of Moutain Dew – like having a bed-tea…it seemed her magnificent yellow lab (Buddy, the best possible co-traveler I have ever had)used to get upset about it, forget about me – but to no avail!
Her one day consumption of soda would be equivalent to my one week drinking. I tried to talk her out of it…but failed miserably.
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

November 7, 2008 at 12:17 pm

Heh! Soda can be a big addiction, Katha, and Mountain Dew has the highest amount of caffeine available in the mainstream soda market.
John says:

February 8, 2009 at 6:37 pm

Did anyone notice the logo is not a smile, but a ‘vertical smile’. In other words the new logo looks like a vagina.
David Boles – New York City – David Boles was born in Nebraska and holds an MFA from the Oscar Hammerstein II Center for Theatre Studies at Columbia University in the City of New York. He is an author, dramatist, editor, publisher, and teacher who writes across the live stage, print, radio, television, film, and the web. With more than 50 books in print, David continues to write 2MM words a year and has authored over 25K articles. He is a member of the Dramatists Guild, the Authors Guild, and PEN America, and founded The United Stage advocacy platform on the principle that playwrights have a duty to direct their own work. Read the Prairie Voice Archive at Boles.com | Buy his books at David Boles Books Writing & Publishing at BolesBooks.com | Study with Script Professor at ScriptProfessor.com | Touch American Sign Language mastery at Hardcore ASL at HardcoreASL.com | Explore the Human Meme podcast at HumanMeme.com | Train with Boles Bells at BolesBells.com.

David W. Boles says:

February 9, 2009 at 8:44 am

Hi John —
Funny! Some say the new Pepsi logo suggests the Obama logo, but I think it’s pretty wild imagining the “wrinkled” penis thrusting into the vagina logo!

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