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Font Failure: Pepsi Makes Marketing Blunder in Hong Kong | American Marketing Association

Font Failure: Pepsi Makes Marketing Blunder in Hong Kong

pepsiDesign, color and typeface used in marketing materials all can have an impact on a brand’s reputation, as Purchase, N.Y.-based PepsiCo. Inc. learned with a recent print ad in Hong Kong. To promote its collaboration with Japanese clothing company A Bathing Ape’s line, AAPE, the soda giant created an ad with the slogan “Pepsi x AAPE.” However, the font used in the ad (see photo at left) led some to believe that the ad read, “Pepsi x RAPE.”

In an e-mail to the Huffington Post, a Pepsi spokesperson apologized for the ad, saying, “We regret any misunderstanding caused by the font used and we apologize to anyone who was offended. We will not use this design in the future.”

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