Pepsi collaborated with China’s People’s Daily New Media to introduce and celebrate a new generation of heroes — the global collective of medical staff, workers, volunteers, and delivery persons who have been fighting on the frontlines of this pandemic every single day. As an homage to them, the company launched the “Everyday Heroes” campaign, a tribute expressed through commemorative can designs.
The cans feature newspaper-style typesetting alongside the dominant tones of the classic Pepsi red and blue colour palette, each one featuring quotes in Chinese from real People’s Daily reporting, including “White-Clad Warriors Brave the Front,” “Heedless of Danger, Fearless of Sacrifice, Charging to the Front,” “None Are Born Brave, Yet We Choose Not to Fear,” as well as comments from actual readers. Using consumer-centric design, the team designed a product that sets out to resonate.
"Our designers have brought to life numerous special collections and collaborations over the years, but this design is one born out of gratitude, empathy and appreciation – and true speed to market, helping PepsiCo become a faster, stronger and better company," a company spokesperson says.
"COVID-19 has changed the world forever, and altered lives across the globe. Everyone has been affected, but we’ve also witnessed bold bravery and incredible acts of kindness. At Pepsi, we have been moved by the courageous people showing up, day after day, for their communities. Their spirit of love is deeply inspiring. The team wanted to create something that honored them and expressed our sincere gratitude for their contributions."
Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!