Pepsi has launched an international packaging-design competition, challenging consumers to re-imagine the traditional cola can with their own designs.
Led by fashion designer Nicola Formichetti, the Live for Now design challenge has kicked off with a design concept from Nicola Formichetti (pictured), which will lay the groundwork, showcasing where consumers can go with their own submissions.
"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.
Continuing through 13 May, submissions from around the world will be accepted on www.PepsiChallenge.com.
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