For Shanghai Fashion Week SS17, Pepsi China launched a stylish limited-edition can that features a pink background and tropical green palm leaves. The uniquely styled soda can design was created to represent Pepsi's 'Live for Now' spirit, which reminds of summer motifs and themes.
The Pepsi x Shanghai Fashion Week can is best summed up by a statement that describes it as "an accessory of style accessible to all. The patterns and styling present on these limited-edition Pepsi cans will also be integrated into print ads, t-shirts and posters for the duration of the events at Shanghai Fashion Week SS17.
Now more than ever, several major food and beverage companies are moving into the creation of fashion products in an attempt to become recognized as more well-rounded lifestyle brands in the eyes of young consumers.
Key Themes Behind This Trend
- Fashion-brand Collaborations
- Pepsi's collaboration with Shanghai Fashion Week demonstrates the trend of major food and beverage companies expanding into fashion products to appeal to young consumers.
- Limited-edition Packaging
- The launch of the stylish limited-edition Pepsi can showcases the trend of brands creating unique and exclusive packaging designs to enhance consumer experience and brand recognition.
- Fashion-inspired Branding
- Brands integrating fashion motifs and styling into their products, such as the Pepsi x Shanghai Fashion Week can, indicate a trend of fashion-inspired branding to connect with consumers on a lifestyle level.
Where This Applies
- Food and Beverage
- Major food and beverage companies venturing into fashion products provides disruptive innovation and growth opportunities to expand their brand appeal and consumer reach.
- Fashion and Apparel
- Fashion brands collaborating with non-traditional partners like Pepsi opens up disruptive innovation opportunities for the fashion industry to explore new product extensions and partnerships.
- Print and Graphic Design
- The incorporation of the Pepsi x Shanghai Fashion Week can design into print ads, t-shirts, and posters highlights disruptive innovation possibilities for the print and graphic design industry to create visually captivating marketing materials.
