PepsiCo Invites Consumers to Redesign the Pepsi Can
Led by #PepsiChallenge global ambassador and world-renowned fashion designer and creative director, Nicola Formichetti, the "Live for Now" Design Challenge kicked off with a design concept from Formichetti, featuring his beloved Nicopanda emblem, that serves as inspiration and lays the groundwork showcasing where consumers can go with their own submissions. A blank Pepsi can, with only the logo intact, allows consumers to re-imagine the facade of the Pepsi can, with the only limitations their own imagination.
Beginning April 15th and continuing through May 13th, 2015, submissions from around the world will be accepted on www.PepsiChallenge.com, with one winning designer offered a design experience at the PepsiCo Design & Innovation Center in New York City working alongside PepsiCo's design team.
Top submissions will be judged by Formichetti, PepsiCo's Senior Vice President and Chief Design Officer Mauro Porcini and a hand-selected committee of design-world notables.
"The new Pepsi Challenge is all about encouraging consumers around the world to step out of their comfort zone and accept a new challenge and opportunity. Design has long been a haven for those who dare to do differently, so we wanted one of our first global challenges to connect with this bold creative class directly," said Kristin Patrick, Senior Vice President and Chief Marketing Officer, PepsiCo Global Beverage Brands.
"In a year of challenges, we have also turned the lens on ourselves to look at our brand differently. 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. We can't wait to see the results."
The "Live for Now" Design Challenge follows the Pepsi x Liter of Light "Ignite the Light" Tour where Formichetti challenged creative colleagues around the world to design art installations inspired by light. The Pepsi Challenge continues throughout 2015 with additional global and local challenges that are issued on Pepsi social channels, PepsiChallenge.com and via global and local ambassadors.