Pepsi invites consumers around the world to redesign its iconic can

#PepsiChallenge global ambassador Nicola Formichetti unites creative leaders for the worldwide design-led challenge

BestMediaInfo Bureau | Delhi | April 17, 2015

PepsiCo is putting creative control of its most iconic brand equity – the Pepsi can – in the hands of fans. As part of the 2015 #PepsiChallenge, consumers will have the opportunity to re-envision the universally recognised can with their own special designs and creative flair in the 'Live For Now' Design Challenge.

Led by #PepsiChallenge global ambassador, fashion designer and creative director, Nicola Formichetti, the 'Live for Now' Design Challenge will kick off with a design concept from Formichetti, featuring his Nicopanda emblem that will serve as inspiration and lay the groundworkshowcasing 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.

Starting April 16 and continuing through May 13, submissions from around the world will be accepted on www.PepsiChallenge.com, with one winning designer offered a once-of-a-lifetime 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, including:

Marcelo Burlon, Creative Director

Lapo Elkann, Chairman and Co-Founder, Italia Independent

Karim Rashid, award-winning designer

Franca Sozzani, Editor-in-Chief, Vogue Italia

“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. Every time consumers around the world use the #PepsiChallenge hash tag on public Instagram, Facebook, Twitter or YouTube profiles, Pepsi will donate $1 to Liter of Light to help bring environmentally-friendly, inexpensive and easy to make lights to those around the world who need it most.

With a launch that marked #PepsiChallenge as the #1 Twitter trending topic worldwide, and engagements by and with Pepsi global brand ambassadors and international luminaries, fashion houses and sports celebrities alike, the Pepsi Challenge continues throughout 2015 with additional global and local challenges designed to galvanise consumers around the world to live life to the fullest.

Info@bestmediainfo.com

Info@BestMediaInfo.com