Pepsi has enthusiastically appropriated the Obama campaign's imagery in its new design, which includes not only a logo that clearly suggests the Obama "O" design, but even employs the same typeface and similar slogans, such as "optimism" in place of "hope." The new motto, "refresh everything," references the new administration and the promise of change from the Obama campaign.The company has even borrowed the campaign's "Yes, we can" slogan (itself taken from Cesar Chavez's rallying cry, "Sí se puede") in some of its outdoor advertising, though changing the voice to the second-person: "Yes, you can." It is a typical ironic reversal employed in advertising: while suggesting the unity of a social movement, it is actually a command to the individual to engage in a particular act of consumption, ideally accompanied by the feeling of belonging to a revolutionary social movement.
If they haven't already enlisted him, I'm sure Shepard Fairey would be happy to design for them a T-Shirt, too.
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