Creativity

Pepsi: Global Package Design Project

In conjunction with Pepsi's "More Happy" 2007 multimedia push, there's a slew of new can and bottle designs, from Arnell Group, offering packaging with "content and meaning behind it, which will differentiate Pepsi and demonstrate the

Published on Feb 09, 2007

Editor's Pick

In conjunction with Pepsi's "More Happy" 2007 multimedia push, there's a slew of new can and bottle designs, from Arnell Group, offering packaging with "content and meaning behind it, which will differentiate Pepsi and demonstrate the brand's social relevancy," says PepsiCo CMO Ron Coughlin. Eight new domestic designs and an equal number of international styles have been introduced in the first wave, with a total of 35 branded looks to be rolled out throughout the year. The designs are based "on topics of consumer interest and participation," according to Pepsi, with themes including car culture, car racing, tattoos, dancing, DJing and photo booth photography.

The groovy lead design here is called Emoticons; there is in fact a design called Groovy as well (#6 in the PDF). "Product innovation today must be driven by deep consumer meaning and connectivity," says Arnell CCO Peter Arnell. "It's less about unmet needs and more about giving people what they haven't asked for but are dying to have. Using design to turn packaging into personal consumer-powered media helps create the ultimate supportive and inspiring relationship between Pepsi and its youth audience." The PDF features all 16 designs, domestic followed by international.

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