Internal communications or propaganda, call it what you want, Pepsi-Cola World produced a notable publication. The monthly magazine was distributed to Pepsi-Cola bottling plants starting in the late 1950’s. It changed the way corporations communicated with employees to get them involved, invested and remain loyal. Yet, not all was what it seemed.
Pepsi was very style conscious given their shoestring budget compared to the big competitor. Much of this was attributed to Alfred Nu Steele, who took over the company at challenging times. Between 1950 and his death in 1959, Pepsi’s profits tripled. Nu Steele was flamboyant and loved weighing in on promotional and marketing activity. He respected the value of well-balanced art and copy.
Pepsi-Cola World was designed by Brownjohn, Chermayeff, and Geismar. Cover designs were largely the brainchild of Robert Brownjohn, who carried a witty style across all clients. The contract gave the design firm solid financial footing and earned them numerous awards. Other work followed, as did the magazine, but that would go on without Brownjohn.