In order to celebrate this year's Super Bowl, PepsiCo enlisted the creative agency Theory House to create limited edition cans for attendees of the big event.
The cans hold PepsiCo's zero sugar drinks and are offered in a matte black background with white illustrations that were designed to represent aspects of Texus culture, music and football. Not only were the commemorative cans passed out to the 20,000 attendees of the Super Bowl, their design was also revealed on a local tour bus, a billboard, bus stop advertisements, and in large garbage bins in the shape of Pepsi bottles outside the stadium where the Super Bowl took place.
By inserting itself into one of the largest national events of the year, PepsiCo ensured that it received as much exposure as possible.
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