Marketing | @jefkalil

Ok, so maybe Coke still is the real thing, but Pepsi is definitely looking to be the cooler side of life. New brand, new advertising, new messages with HOT pastels (?) and Helvetica (?). Looks like a page taken literally out of the cool design sketch book. Let’s call it Brit (soda)Pop meets highschool cheerleading. OOHLALA.

Taking into consideration what the campaigns budgets are, the agency is making a killing with a few hours of graphic freelance work. Maybe that’s the meaning of the” JUMP FOR JOY” line.

¡FABULOUS!

Right-sizing is what we will remember when the 2008/2009 ball drops.

After launching a decade with terms such as super-sizing, up-sizing, über-sizing, and more, more, more, with more on top, it looks like 2009 will be about the Goldielocks mindset. And we will close the decade with a lot of, just right.

The first days of President Barack Obama taking office will set a symbolic pace for the next decade.

As I read my AdAge 2009 Annual I will think of this “righttime” opportunity, while my rivals wring their hands and twiddle their thumbs over the latest bleak bulletin from a BlackBerry blast, and plot my move.

And while I am plotting, may I suggest that the 2010 ball falls up.

Happy New Year!