Luis López

@Badger -- thanks for the post. I think the blurred lines between communications and marketing is very interesting/topical and would love to know what other folks are thinking and experiencing. That said, what's your question or comment regarding QR codes? I can help start a topic. - Bart Casabona

QR code is really interesting to see, especially on a curved can. Seemed to work via a colleagues iPhone, but the QR reader he was using simply displayed a wap site address and didn't go direct unfortunately.... - Badger Gravling

QR code is really interesting to see, especially on a curved can. Seemed to work via a colleagues iPhone, but the QR reader he was using simply displayed a wap site address and didn't go direct unfortunately.... - Badger Gravling

It seems the objective has been open ended or perhaps multi-faceted. Was the logo an opportunistic entry point for a larger conversation or was the campaign simply about the logo? Maybe a good question/objective is "How does a brand anchored in traditional marketing evolve into the 1:1 marketing arena?" More specific was Gerd Leonhard's observation that had the Internet existed at the point marketing became needed in the sales of goods, marketing probably would have never evolved. This assumption certainly places an urgency on a viable solution... - Darryl Parker

Beyond the selected people, what has been done since selection to spur the conversation? My concern is the release of this campaign and seemingly little follow up with those in the Pepsi 25. It certainly lends itself to a gimmicky versus a research approach. Hopefully the selection criteria extended beyond their influence and included some consideration as to their expertise. Was it simply to see what the reaction would be? - Darryl Parker

@Daryl Parker Everyone we reached out to knew that a package was coming from Pepsi and all were open and excited to be engaged. This is a start not an end. You're going to be hearing more about how we plan to take that initial engagement to the next level soon. More to come.. - Josh Karpf

I recommend a GoldCorp (of Wikinomics fame) approach to the Pepsi challenge... http://www.bullnotbull.com/arc... ... continue, but increase the conversation or state a specific challenge. The objective is unclear. The logo is here. Yay. Now what? - Darryl Parker

Any feedback as to how you guys made your selections? It appears that in at least a few cases you had interacted with these folks previous to the delivery. - Darryl Parker

Beyond the selected people, what has been done since selection to spur the conversation? My concern is the release of this campaign and seemingly little follow up with those in the Pepsi 25. It certainly lends itself to a gimmicky versus a research approach. Hopefully the selection criteria extended beyond their influence and included some consideration as to their expertise. Was it simply to see what the reaction would be? - Darryl Parker

I recommend a GoldCorp (of Wikinomics fame) approach to the Pepsi challenge... http://www.bullnotbull.com/arc... ... continue, but increase the conversation or state a specific challenge. The objective is unclear. The logo is here. Yay. Now what? - Darryl Parker

Any feedback as to how you guys made your selections? It appears that in at least a few cases you had interacted with these folks previous to the delivery. - Darryl Parker

@Daryl Parker Per your last point, the objective was to use the identity change to spark up a dialogue around colloboration and openess. We think marketing can help drive the culture of openess across the organization. - Josh Karpf

@Darryl Parker all were contacted before and asked if they were interested in participating. - B. Bonin Bough

how would a "culture of openness" impact Pepsi? don't get me wrong, I appreciate the concept, but I, like many others, am finding it hard to understand where Pepsi fits into this whole thing... - Jeremy Toeman

My favorite way to enjoy Pepsi is with a Tommy's Cheeseburger when I visit Southern California. For some reason that combo goes together really well. - Thomas Hawk

@Jeremy Toeman Why wouldn't Pepsi benifit from a this type of culture? What are the benifits of it to other companies? - B. Bonin Bough

@Thomas I have never had a Tommy's burger. But I'm really diggin the emotional picture you have painted around that combination. - B. Bonin Bough

that's not an answer. - Jeremy Toeman

If you are in L.A. definitely get one. They are the best hamburgers in the world. The Tommy's chain has sold Pepsi exclusively for as long as I can remember. Here's what it looks like: http://www.flickr.com/photos/t... - Thomas Hawk

Bonin has a handle on the Socratic method ;) - Darryl Parker

@Josh - why do you think the Pepsi 25 has not continued that conversation? Or perhaps they have off line? - Darryl Parker

@Daryl The dialogue has continued---both in this room and offline. This 'toe in the water' was simply to try and get the convo going. We intend to amplify this further with other programs that will bring even more of this collaborative thinking inside the company. - Josh Karpf

Great to know! - Darryl Parker

@jeremy do you think any brand will have a choice in the coming years? I think Pepsi is simply being pre-emptive and trying to shape that impact. - Darryl Parker