semiBad

Attraction theory: The Pepsi Propostion

It's things like this that remind me that our fancy 'culture' is really just the results of a bunch of hairless monkeys, walking around and making noises. Apparently, this is the pitched design document that won Arnell the $1.5 million Pepsi rebrand.

Via Ben Goldacre, who has an interesting piece on how bullshit marketing pseudo-science like this is actually harmful to the reputations of real, actual scientists.