Are We Witnessing the Making of a New Case Study?

I have a feeling this is going to become a case study asking the question: Should have Pepsi rebranded their core products? And if so, was it the right time to do it?

As business students, we have to read and write reports on case studies all the time and to me, Pepsi's rebranding seems the perfect candidate for one. I obviously do not have access to their financials, however, after reading this Business Week article, I can't help wondering whether it was smart investment with perfect timing, or just a huge and costly mistake. Time will tell! And it could turn out to be the best thing Pepsi could have done in this economy. At the same time, it seems to me that to embark on such ambitious endeavor (redesigning 1,121 different bottles according to the article) without enough time to research your market's potential reaction might be pretty costly.

Read the article and also check out the link to the unofficial copy of Arnell Group's presentation of the new logo.