In a significant brand marketing initiative to engage with the youth segment at multiple touch-points, Pepsi India has introduced an innovative, limited edition Diwali-themed packaging.
The special edition pack for this festive season are available in 250ml and 330ml cans and 600ml PET bottles. The festive season packaging comes shortly after the 'Change The Game' packaging for the ICC Cricket World Cup 2011.
''Pepsi as a brand continues to innovate. We are confident that our consumers will appreciate the new limited edition designs for Diwali that are inspired by colour, lights and energy!," says Sandeep Singh Arora, executive vice president, marketing, Cola, PepsiCo India.
Santosh Padhi, chief creative officer and co-founder of the creative agency Taproot, said, ''For the special edition festive packs, we captured the Pepsi irreverence using predominantly youth-full graphics and designs in the brand colours – blue and red. It was important to build the right amount of Diwali, celebration and most importantly the 'coolness' of the design, to make sure the attitude of the brand stands out."
The limited edition cans and bottles are available at all leading stores nationwide.