One thing Pepsi never did with its original Pepsi Challenge was alter the design of its iconic can. But it’s a whole new world now, and even the Pepsi container is no longer off limits.
In fact, in the new version of the Pepsi Challenge, the brand is giving consumers the “extraordinary opportunity to re-envision” the can with their own designs in the “Live For Now” Design Challenge, according to a PepsiCo press release.
The company has been promising a whole raft of culturally relevant, digitally oriented initiatives under the Pepsi Challenge for the rest of the year, since it launched a revival of the theme of its old taste-test campaign in March.
The can design challenge follows the Pepsi x Liter of Light “Ignite the Light” tour in which world-renowned fashion designer and creative director Nicola Formichetti—who rose to fame as the stylist who helped catapult Lady Gaga to fame—is challenging individuals to design art installations inspired by light.
In line with PepsiCo’s corporate commitment to “performance with purpose,” the campaign has a pro-social element. Using the #PepsiChallenge hashtag will also trigger a $1 donation by the company to Liter of Light, which will help bring environmentally-friendly, inexpensive and easy-to-produce lights to underdeveloped areas.
Formichetti is leading the charge to inspire all customers, not just designers and creatives, to digitally apply their own designs to a blank Pepsi can, with the only stipulation that the logo must be intact.
Pepsi will accept submissions through May 13, at which point a judging panel that includes PepsiCo’s chief design officer Mauro Porcini will help determine the winning can design.
“We wanted one of our first global challenges to connect with this bold creative class directly,” Kristin Patrick, SVP and CMO of Pepsi, stated in the release.
“We’re turning over our most cherished piece of equity and our most visible piece of real estate—the facade of the Pepsi can—to consumers around the world to reimagine,” added Patrick. “We can’t wait to see the results.”
Below, watch how Formichetti kicked off the Pepsi Challenge creative program with a “Liter of Light” art installation in Hong Kong: Click here to view
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