Pepsi New Year 2021 LTO was developed as a part of a larger Pepsi campaign to celebrate the 2020-2021 holiday season in Eastern Europe region. The concept was centered on the sentiment, “Yes, of course!” and embracing unexpected and memorable winter holiday adventures. Breaking away from the mundane to create unusual and exciting moments is often how we form our fondest memories. Pepsi wanted to capture this idea with a series of interactive limited-edition cans to engage consumers that naturally extended to brand activation.
In a bold artistic style with a nod to pop art and backdrop of Pepsi blue, each can in the New Year 2021 LTO series features an invitation to join in a snowy sport or festive activity—from snowboarding and snowball fights to present wrapping and enjoying holiday music—all answered with “YES of course!” This design approach was created to be flexible, and able to be easily applied to other formats and languages. The “YES of course” message is customizable to local culture-specific habits, humor and traditions, allowing each can to feel personalized to the consumer.