Country

U.S.A.(美国)

Official website

https://www.pepsico.com/

Company Introduction

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $67 billion in net revenue in 2019, 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 23 brands that generate more than $1 billion each in estimated annual retail sales.

Images

Brand Name

Pepsi, 7UP & Mirinda

Designer Name

PepsiCo Design & Innovation

Position of Designer

None

Client

PepsiCo

Target Group

Beverage Consumer

Major sales

E-commerce; Supermarket & CVS; Grocery

Positioning

Mass Production

Design Story

Tết Nguyên Đán, also known as simply “Tet,” is a celebration of spring and the beginning of the Vietnamese Lunar New Year. For nine days, family and friends gather together to start the year on a joyous note and exchange well wishes for an auspicious new year. Three PepsiCo brands - Pepsi, Mirinda, and 7UP came together to participate in this important festival in 2022, creating limited time offer (LTO) packaging available for purchase in Vietnam that captures the spirit of the holiday. The Design Team led the storytelling, creative strategy, illustration and implementation of all the Vietnam Tet packaging. highlighted a different characteristic and feeling of Tet, elevating the Pepsi, Mirinda, and 7UP packaging with artful illustrations. Pepsi focuses on AN (peace), For each can design, we Mirinda expresses PHUC (joy), and 7UP touts LOC (luck) - which all express consumers’ hopes for the new year. We also included famous icons and imagery associated with Vietnam Tet, including red envelopes of prosperity (Bao Li Xi) for 7UP, an animated series of creative characters for Mirinda Year of the Tiger, and for Pepsi, the famous unicorn dance and Bánh chưng rice cake offerings. These LTO designs brought together the spirit of three iconic PepsiCo brands and local traditions to inspire consumers to pick these as their beverage of choice during Tet.

Highlights

We also included famous icons and imagery associated with Vietnam Tet, including red envelopes of prosperity (Bao Li Xi) for 7UP, an animated series of creative characters for Mirinda Year of the Tiger, and for Pepsi, the famous unicorn dance and Bánh chưng rice cake offerings.

Market Performance

Confidential

Material

Other

Craft

None

Does the design solve the problems that are common across the product category?

None

What functional designs of the work have enhanced the user experience?

None

Did the design help increase the sales performance of the product?

None

Does the work consider sustainability (environmentally or commercially, or both)?

None