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Comment by shoo | Hacker News Reader

PepsiCo Inc (PEP, Nasdaq) isn't merely a beverage company - as explained in this strategy document - it is a space company. The Pepsi Universe, with respect to its 8 light year characteristic length, reflects the scale of the total addressable market (TAM) that PepsiCo can expand into.

Noted short-seller and equity valuation skeptic Jim Chanos once described the TAM of space companies as infinite, because space itself is infinite. This pessimistic take anchors our low-end fair value estimate of PEP to $infinity / share. Since PEP currently trades at around $170 / share, we believe there is considerable upside to the long term buy and hold investor.

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i'd like to have whatever the author of this document is having

This is good stuff, you can't make it up.

It looks like lots was going on at the Arnell group at this time. In this article it even quotes Arnell as saying this work for Pepsi in OP as "Bullshit"

https://www.cbsnews.com/news/why-the-firing-of-weird-design-...

You can't make this stuff up

Quote from the article about the "Breathtaking Design Strategy" document:

> February 2009: Arnell sold Pepsi a pretentious, mostly made-up brand ideology document linking Pepsi to the Mona Lisa, De[s]cartes and Hinduism, as part of a successful logo redesign. Price: $1 million, reportedly.

Well if I pay someone 1 million $ to redesign a logo... It better comes with some life changing philosophy

Well the end of it mentions the “gravitational pull of Pepsi” .it has some life changing physics at least

The amount of media coverage they've had since (we're still posting about it 14 years later...) makes that $1m a bit of a bargain.

Quite possibly that is coke.

They're required to call it "nose candy" when they work on the PepsiCo account. /s

Oranges. Lots of oranges.

https://www.fastcompany.com/1661802/the-secret-to-peter-arne...

Looks like you'll be having a Pepsi.

I've been calling it Pepsi Logo Kool-Aid.

I imagine Pepsi's corporate culture LOVES this stuff. They must drink it up like, well....

I'm inspired by Jello Biafra's H2K2 keynote where he brought along a vinyl record of corporate training songs: https://www.youtube.com/watch?v=foFCd5xOrh0

Check it out @ 2:11:28 ; the crowd goes wild for Pepsi:

"Out there It's a Pepsi universe Thriving since time began

On a steady course At a steady pace Bringing pleasure everywhere All through time and space

And up here In the Pepsi enterprise We have one perfect plan: To bring Pepsi refreshment to all constellations

And if anyone can succeed We know we can It's all there on history's pages One refreshment through the ages

[Spoken] Pepsi is the universal refreshment, but has it always been that way, Professor? [Spoken] As far as I can remember.

We're proud that the Pepsi enterprise Never, ever stands still 'Cause the company's working Side by side with our bottlers And if anyone can succeed We know we WILL! "

Imagine trying to conquer space when you can't even conquer Coca-Cola!

Remember that John Sculley has been the only one who could. Kinda. Sculley invented the Pepsi Challenge, (and infamously failed it on camera) signed Michael Jackson to promote and went off to Cupertino and did some interesting things there too. But Coca-Cola Company had Michael Bay and still does. If you're dealing in visual impact imagination Michael Bay's a trump card.

The document broke my BS detector; the needled appears to be stuck in the red.

you missed a chance here by using "pepsimistic"

It will also take infinite time unfortunately

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