With the challenges 2020 brought, the PepsiCo design team dreamed up a way to take Ukrainian travelers’ taste buds on a trip. The Pepsi #TRAVELUKRAINE Limited Time Offer, available only in Ukraine, invites consumers on a “journey” to Ukrainian cities to take in their unique beauty in a new way. The ongoing challenges of COVID-19 have closed the borders of Ukraine, but citizens have embraced domestic tourism during this time. After identifying this trend, the design team wanted to celebrate the local uniqueness available to Ukrainians as close as their nearest city.
Featuring seven prominent Ukrainian cities, each can design in the #TRAVELUKRAINE LTO collection features a city name in a fresh lettering style. Unique characteristics of each city are artfully illustrated in a palette inspired by the country’s national colors for a historic mix of color and culture. The collection creates a visual tribute to Ukraine’s natural beauty with depictions of Ukraine’s famous yellow sunflowers and cityscapes that pop against the unmistakable Pepsi blue backdrop.
As a part of the #TRAVELUKRAINE digital activation, Pepsi invited consumers to take photos with their Pepsi cans and the most prominent Ukranian city landmarks to have a chance to win a country-wide tour and co-create exclusive Pepsi design with their own city. Ultimately the collection embraced the beauty of home during a challenging time and created an engaging way for Ukrainian consumers to see their cities with fresh eyes.