ABOUT

This set of limited edition Pepsi cans, available in Russia, celebrates the spirit of the 2020 New Year. Across brands, limited editions are extremely popular during this time of year and Pepsi needed an eye-catching concept of its own to promote with the launch of the New Year. Embracing beloved traditions during this time of year, these designs aim to engage consumers further with social media interaction.

The front of each can features a silver bow descending above the iconic Pepsi logo, symbolizing both seasonal decor and the traditional New Year ball drop. Every design also includes the series hashtag, which translates as “#takepepsiif,” inviting consumers to choose the New Year message that feels most relevant to them. Each can design features a distinctive custom-made typeface and iconic messaging, based on local culture and habits, humor and traditions which makes every can feel personal. The flexible design approach allows the concept to easily be adapted for local markets, expanding and personalizing the celebration of the New Year.