Pepsi: Breathtaking Design Strategy (2008) [pdf]

"a form of paid employment that is so completely pointless, unnecessary, or pernicious that even the employee cannot justify its existence even though, as part of the conditions of employment, the employee feels obliged to pretend that this is not the case."

if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more.

And you can imagine that this document was debated for weeks or months by the highest level executives as well as whole departments of marketers. They probably had multiple documents like this from multiple agencies. With that level of internal debate, all the granular side-by-side process diagrams are a necessary part of the UX here, to guide along the audience that only sees the pdf and can't talk to the agency designers.

  Typical Light Path > Typical Shopping Aisle

  Light Path with Gravitational Pull > Gravitational Pull of Pepsi

  Relativity of Space and Time > Pepsi Proposition / Pepsi Aisle