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Last year, we saw Diet Coke launch limited edition “design” cans featuring art from top Irish artists. It was a great idea, and now Pepsi’s on board with a similar promotion.
Cary Lietzes of ARTCO is trying to find the right blend of art in packaging design. Her new project for Pepsi includes artwork for cans designed by 10 artists, including DZINE, Jon Burgerman and many others.
The new cans will be dedicated to Pepsi’s four biggest markets, with plans to launch then in other countries thereafter.
They look nice and it’s a big step for Pepsi to change their packaging and include artwork from non-commercial artists. While you won’t have a Picasso on your Pepsi can, this is a new way of connecting people with art.
Art and packaging design are hard to combine. I see that every day in my work in advertising, but sometimes the result is really nice and representative of the brand.