Pepsi ad font sends a regrettable message

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Even Comic Sans would have be a better choice than a typeface that recently bewildered consumers in Hong Kong.

By Kevin J. Allen | Posted: September 26, 2013

Print advertising is a tough nut to crack. There are so many things you
have to be cognizant of—the message, the imagery, and even the typeface.

Pepsi is quickly learning this lesson after partnering with Japanese clothier A Bathing Ape.

Nothing suspicious there; collaborations happen all the time.

But to promote the brand’s AAPE line, Pepsi chose a font that might skew the meaning a bit for the casual passerby.

As Reddit was quick to point out, the font appears to read “Pepsi x Rape.”

[RELATED: Learn the art of the visual story at this November summit.]

A Pepsi spokesperson confirmed in an email to The Huffington Post
that the advertisement ran in Hong Kong, asserting that the company
regrets “any misunderstanding caused by the font used.” After
apologizing “to anyone who was offended,” the statement vowed that Pepsi
“will not use this design in the future.”

(Image via

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