The target audience for the development of the packaging were young people concerned with their health and nutrition, familiar with Pepsi but also interested in drinking diet sodas so as to stay in shape.

One of the principles of the brand is to “care for our customers, our consumers and the world we live in.”

In Brazil, the product lags in consumption behind Coca-Cola, and is looking to increase its market share.

A research process informed the development of the product, analyzing which material would be most appropriate. We reshaped the packaging and the label, altering 2L to 2KGs, using the brand’s sense of humor to speak to its clients.

For 3 months, we used a factory specializing in plastics to produce the new bottles.

We also produced special displays, akin to the weight racks used in gyms.

Pepsi drew its consumers closer in the process, showing that it can communicate with them in an innovative, entertaining way. The displays and the new design called attention to the brand, generating buzz and an uptick in consumption.