For us, this wasn’t a marketing enterprise. At the end of the day, the Culture Can Series is about leveraging design to celebrate the cultures and traditions of our international community and spark smiles around the globe.
Pepsi Culture Can Series
Expressing global diversity through design.
Activated in over 10 countries and featuring more than 36 unique designs, the Pepsi Culture Can Series is all about thinking globally and acting locally. This limited-edition packaging initiative offers our designers a chance to share their cultural identities with the world.
THE IDEA
Building community and brand unity.
Pepsi is proud of its global community and wanted to launch the Culture Can Series as a global platform designed to uplift the things that bring people together, like symbols, food, music and architecture.
THE DESIGN
Elevating local creatives.
From China and Malaysia to Saudi Arabia and Mexico, tapping into the DNA of local markets was essential to our design process. For each limited-edition can, we worked with local artists and designers to uncover symbols of unity, hope and joy. These traditional designs were then infused with the youthful optimism that represents the Pepsi brand.
THE OUTCOME
A worldwide cultural phenomenon.
The resulting designs were both unmistakably Pepsi and undoubtedly local. Can by can, city by city, country by country, this series flourished across the globe, delighting Pepsi fans everywhere.
Awards + Press 8
- 2021 Hermes Awards, Platnium
- 2021 A'Design Awards, Platinum
- 2021 GD USA Package Design Awards, China
- 2021 GD USA Package Design Awards, Korea
- 2021 GD USA Package Design Awards, Jordan
- 2021 Hermes Awards, Platinum, Mexico
- 2021 A' Design Awards, Gold, Mexico
- InnoBev Awards 2021, Best in Can, Mexico