Pepsi joined hands with China's People's Daily New Media to introduce and celebrate a new generation of heroes--the global collective of medical staff, workers, volunteers, and delivery persons who have been fighting on the frontlines of this pandemic every single day. As an homage to them, we launched the "Everyday Heroes" campaign, a meaningful tribute expressed through commemorative can designs.
Messages of Empowerment
The cans feature newspaper-style typesetting alongside the dominant tones of the classic Pepsi red and blue color palette, each one featuring quotes in Chinese from real People’s Daily reporting, including “White-Clad Warriors Brave the Front,” “Heedless of Danger, Fearless of Sacrifice, Charging to the Front,” “None Are Born Brave, Yet We Choose Not to Fear,” as well as comments from actual readers.
Born Out of Gratitude
Using consumer-centric design, the team designed a product that would truly resonate. Our designers have brought to life numerous special collections and collaborations over the years, but this design is one born out of gratitude, empathy and appreciation – and true speed to market, helping PepsiCo become a faster, stronger and better company.
Awards + Press 13
