Think globally. Act locally. That’s the mantra for the Pepsi Culture Can Series. This limited-edition packaging initiative realized unique, hyperlocal designs for markets all across the globe. This series was activated in over 10 countries and expressed through more than 40 unique designs.
Our identity, pride, and sense of community were stronger than ever in 2019. The Pepsi Culture Can Series is a global platform designed around those things that bind us together. The symbols. The food. The images. The music. The architecture. All the stuff of culture we turn to for hope and joy. This global series celebrates the spirit, the culture and the community of our local markets.
From China to India, Saudi Arabia to Jordan, and on the other side of the world in Mexico, the Pepsi Culture Can tapped into the DNA of local markets. Often working with local artists and designers, we uncovered symbols of unity, hope, and joy. And then we infused these — often traditional designs — with the youthful optimism of the Pepsi brand. The end product was unmistakably Pepsi. But undoubtedly local. Can by can, city by city, country by country, continent by continent this series spread across the globe leaving love and joy in its wake.
You might not find a chapter in an MBA text that recommends changing your packaging region by region. This wasn’t a marketing initiative. We weren’t after lift. At the end of the day, the Pepsi Culture Can Series was about using design to put a smile on peoples’ face. It was about doing our small part to bring people together. We did this for the love of hope. For the love of people. For the love of design. If you measure success in smiles, we believe that we knocked it out of the park.