Project Overview
This is the fifth year in a row the PepsiCo design team has created a limited edition commemorative can collection for the holiday.
Organisation
Project Brief
The Lunar New Year has always been the most significant festival for the Chinese as it is synonymous with togetherness and going home to be with your loved ones. For an entire week, the usual rhythms of daily life stop as families gather together to celebrate. Many brands embrace the new year by commemorating the upcoming zodiac sign with tailor-made solutions that resonate with consumers and generate desirability. The 2020 Pepsi China Chinese New Year Limited Edition Cans celebrate the spirit of the Year of the Rat, a symbol of wealth and surplus.
Project Innovation/Need
The team created three distinct and youthful rat characters, each donning different auspicious Chinese icons. One is dressed as a dragon, another a fish, and one is a lion, all signifying traditional Lunar New Year wishes.
Design Challenge
While there are many iconic rat and mice characters, the design team embraced the challenge to create a unique and celebratory character for the Year of the Rat that was culturally relevant.
User Experience
Designed to increase brand love, these limited edition cans capture the fresh and youthful spirit of Pepsi.
Marketing - Sales Promotion
This award celebrates creative and innovative experience design for sales promotions intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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