I couldn’t agree more. I see this child like style reflected more and more, especially in soft drinks packaging.

I guess it started with Innocent. So many brands have sought to capture the simplistic style – and consumers read confidence, naturalness and transparency into the simplicity.

And today I see in Marketing Magazine that Pepsi have unveiled a new logo that taps into childlike friendliness – it’s designed to portray smiles and looks really cute. I think its appeal, as you allude to, lies in the inherent opposition to our fast and complicated lives.

Steve