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Pepsi is a brand that is always in line with what’s new and now in pop culture, and has a long history and partnership with music. The Electric Daisy Carnival (EDC) is the premiere electronic music festival in Latin America, and mixes sound, pyrotechnics and performers to create an unrivaled sensorial experience. In February 2023, Pepsi Black launched limited edition packaging for EDC Mexico, along with a full communications and digital campaign to bring more relevance and distinction to the brand.

Music festivals offer a unique atmosphere for discovery and connection and creates a shared experience exclusive to the event-goers. Today more than ever, centennial audiences are in search of emotionally-resonant shared experiences to bring them together with likeminded people. The festival landscape is becoming more specialized, offering niche events with distinct philosophies and proposals. Today, these themed events belong to specific communities that endure over time.

To create the limited edition packaging for Pepsi Black EDC Mexico 2023, the Design Team brought together the main EDC visual assets and elements from the Pepsi Black brand toolkit. Inspired by the rhythm of EDC, the look and feel of the packaging reflects the intense flavor of Pepsi Black and the idea of turning up the music to the next level. The Pepsi Black color palette is represented with a sleek black substrate overlaid with metallic silver graphics, contrasting hues of bright and light blue reminiscent of neon lights, and pops of red accent color. The EDC logo pops in contrast with a silver moon that appears floating amidst a field of electric daisies, swaying to the beat.

With this limited edition can, Pepsi Black spreads brand love throughout the EDC community, represents its brand essence and positioning on a large scale, and contributes to Pepsi Non-Sugar portfolio growth.