With market share declining, brand seeks to connect with fans through their passions.
A Pepsi presented a new technological can during the International Festival of Creativity of Cannes Lions, held from June 17th to 21st in France. Unlike the traditional cans that offer the brand’s classic drink, Pepsi Smart Can is a can of approximately 473 ml, equipped with a digital screen, motion sensors and advanced sound technology, transforming Pepsi into a “CANvas” (pun intended for the word “can”, from the English, “lata”, and canvas) for self-expression.
Check out the look of the can below:
Currently, the Pepsi Smart Can is only available to early adopters such as content creators and influencers in the sports, gaming and music industries. The brand intends to use the new feature to promote the passions of its fans, exploring creative potential that can produce exclusive, high-definition content. The can also offers exclusive assets like access codes and special experiences.
“This innovation shows how design and marketing can collaborate to unlock significant new branding opportunities and bring our new visual identity and messaging to life in an ever-changing digital landscape,” said Mauro Porcini, senior vice president and chief design officer. from PepsiCo, in a conversation with Fast Company.
A light at the end of the tunnel?
Pepsi’s new can arrives at a critical time for the company. Despite revealing its new brand last year, modernizing the retro version of its logo, this did not help it increase its market share. In May of this year, Beverage Digest reported that Pepsi was surpassed by Dr. Pepper, falling to third place among carbonated soft drinks, behind Coca Cola.
Pepsi has positioned itself as a bold alternative to its biggest rival, using promotions like the “Pepsi Challenge” and advertising campaigns featuring stars like Cindy Crawford, Michael Jackson, Britney Spears, Doja Cat and Cardi B. However, recent data shows a Pepsi’s market share has fallen from 9.26% 10 years ago to around 8%, while Coca-Cola has increased its lead from 18.53% in 2014 to 19.18% today.
“We will continue to boldly experiment with the latest tools and technologies that deliver stronger personalization at scale while connecting people with passion points like sports, music and gaming,” said Mark Kirkham, Chief Marketing Officer, PepsiCo International Beverages.
Pepsi hopes that Smart Can’s technological innovation will help the brand regain its position in the market, using cutting-edge technology to create deeper, more personalized connections with its consumers.
*With information from Fast Company / Cover photo: Disclosure/Pepsi
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