At the time this was released, I worked at a marketing agency (not Arnell, but in the same family) that was Pepsi's Agency of Record for a number of businesses.
When we got a copy of this proposal, we thought that either Arnell had lost his mind, the entire agency was poisoned with a noxious gas, or it was a joke.
This is in "so bad it is good" territory - sharing it with my design team tomorrow morning.