A Pop Culture Icon, Refreshed: Consumers Around The World Take The #PepsiChallenge To Redesign The Iconic Pepsi® Can
– #PepsiChallenge Global Ambassador Nicola Formichetti Unites Creative Leaders for Worldwide Design-Led Challenge
PURCHASE, New York, April 15, 2015 PRNewswire – #PEPSICHALLENGE – Pepsi® 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 extraordinary opportunity to re-envision the universally celebrated and recognized can with their own special designs and creative flair in the “Live For Now” Design Challenge.
Led by #PepsiChallenge global ambassador and world-renowned fashion designer and creative director, Nicola Formichetti, the “Live for Now” Design Challenge will kick-off with a design concept from Formichetti, featuring his beloved Nicopandaemblem, that will serve as inspiration and lay 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.
“I find inspiration around me constantly, particularly by the borderless world of design. From fashion and architecture to products and brands, design can be found in many mediums and created by individuals of all talents,” said Formichetti. “The ‘Live for Now’ Design Challenge was a challenge I couldn’t wait to accept and I am excited to see what the world conceives of and shares back.”
Beginning today and continuing through May 13th, submissions from around the world will be accepted on www.PepsiChallenge.com, with one (1) winning designer offered a once-of-a-lifetime design experience at the PepsiCo Design & Innovation Center in New York City working alongside PepsiCo’s industry-leading 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
LapoElkann, Chairman and Co-Founder of Italia Independent
Karim Rashid, Award-Winning Designer
Franca Sozzani, Editor-in-Chief of 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. An international journey of creative, large-scale, mixed media art installations, the “Ignite the Light” Tour brings attention to communities that lack electricity and basic lighting solutions through the Pepsi global partnership with Liter of 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 galvanize consumers around the world to live life to the fullest and make every moment – big or small – epic. Challenges are issued on Pepsi social channels, PepsiChallenge.com and via global and local ambassadors. Visit www.PepsiChallenge.comand all Pepsi social channels around the world for more information and challenge details. Complete rules and eligibility requirements for the “Live for Now” Design Challenge are available on www.PepsiChallenge.com.
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $66 billion in net revenue in 2014, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales. At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. For more information, visit www.pepsico.com.