With a legacy of producing disruptive narratives, Pepsi® has always made its mark in step with popular culture and passion points such as music, dance, art, and interactive environments. Likewise, the design strategy for Pepsi has also made a significant shift to meet the accelerating demands of a digital-forward and social media savvy world. To authentically connect with younger generations and further the mission of Pepsi to create a culture that promotes innovation, self-expression, and evolution, the brand’s design sensibilities have also evolved with the changing cultural landscape.
In 2022, the brand relaunched Pepsi® BlackTM with a new packaging design and corresponding 360-degree campaign. The launch of the first Pepsi Black Zero Sugar NFT collection is another forward-thinking step in this direction. Looking at the popularity of current metaverse trends, Pepsi® wanted to create a communication touchpoint for metaverse consumers that would be anchored on the key proposition of Zero Sugar for future generations.
