For the summer season, Pepsi is launching a new packaging and marketing campaign alongside numerous international sporting events. As part of the global „Pepsi Football Nation“ campaign, the company will be releasing 86 million special football-themed cans, according to their own statements. Among these will be 150,000 rare „Perfect Chilled“ variants, which consumers can identify through a prize draw mechanic.
The special edition uses a thermochromic ink that turns blue at a drink temperature of 8 degrees Celsius. This is intended to show visibly whether the can has reached the drinking temperature desired by Pepsi. Consumers who find one of the rare cans can take part in a prize draw for exclusive rewards.
Packaging as an interactive campaign element
By using thermochromic inks, Pepsi is opting for a packaging solution that goes beyond mere product labelling. Such temperature-dependent printing systems are already used in various beverage segments to make a product's cooling status visible. In this specific case, the function is also integrated into a promotional campaign.
The „Perfect Chilled“ cans are part of a significantly larger football special edition intended for multiple markets. The packaging thus becomes the central element of the campaign and aims to promote interaction between the brand and consumers at the point of sale.
Digital Supplement to the Football Campaign
Alongside the trading promotion, Pepsi has also released a browser extension. The free tool automatically replaces the word „soccer“ with „football“ when browsing the internet. The measure ties into the campaign message of „Pepsi Football Nation“ and extends the activation to digital channels.
According to the company, the combination of special packaging, a prize draw and digital interaction is intended to strengthen the brand's presence during the World Cup summer.
Source: Carlsberg Britvic
