Pepsi Goes Beyond 2.0

The Pepsi Generation is very much the web 2.0 generation, so it is appropriate that for 2007, Pepsi (through their agency Tribal DDB) is taking consumer online engagement and brand dynamism to a level not often seen.

Pepsi will be launching a new can/bottle design every three weeks, with each can design being themed to a consumer passion, and linked to a different online microsite that engages consumers in generating content around that theme. The dozen or so themes will include cars, music, fashion, entertainment and sports.



Pepsi’s first site was thisisthebeginning, which encouraged visitors to use a series of templated tools to collectively design a Pepsi billboard. The winning design will become a real billboard that will appear in Times Square.



The next site, pepsifreeride.com, focuses on cars, where visitors can play an online driving game and enter a lottery to win a specially customised Subaru Impreza.



Future microsites will let visitors design their own Pepsi can, with the possibility of the winner’s can actually making it onto the market. Another site will let visitors use their computer keyboard to create music.

You can see all of the Pepsi can designs at pepsigallery.com.