To promote the release of the cinnamon-flavored Pepsi Fire, new Pepsi bottles are being released with built-in Snapcodes. When these bottles are scanned using Snapchat, users are able to access exclusive filters and branded geofilters to use on the ephemeral photo- and video-sharing app.
Scanning the codes printed onto the Pepsi bottles also provides access to a game on Snapchat called Pepsi Summer Quest, which takes players on a journey to collect obstacles. The first level of the five-level game was released on Memorial Day, with a new level launching each week.
Across the food and beverage industry, brands are integrating QR codes and NFC-enabled labels to help consumers learn more about a product, connect them to campaigns or exclusive content that rewards those who engage with the packaging.