Pepsi’s latest can isn’t for cola—it’s for content.
Pepsi unveiled the Pepsi Smart Can at the Cannes Lions International Festival of Creativity. This can doesn’t contain any actual Pepsi. In fact, it’s not supposed to get wet.
The 16 oz. connected can has a digital screen, movement sensors, and advanced sound technology. Pepsi calls it a “CANvas” for self-expression. It’s a high-tech piece of dynamic marketing.
Right now, it’s only available to early adopters, creatives, and influencers in sports, gaming, and music. Pepsi hopes to use the cans to foster “our fans’ passions.” They’re tapping creatives to produce unique, high-definition content. Pepsi also plans to offer exclusive assets like access codes and special experiences through the can.
“This innovation showcases how design and marketing can collaborate to unlock new meaningful brand opportunities,” says Mauro Porcini, PepsiCo senior vice president and chief design officer. It brings to life our new visual identity and messages in an ever-changing digital landscape.
The launch comes at a critical moment. Last year, Pepsi unveiled new branding that modernized a retro logo version. But it didn’t seem to help its market share.
In May, Beverage Digest reported Dr. Pepper unseated Pepsi as the No. 2 carbonated soft drink. It was a monumental shift, akin to Jessica Simpson replacing Christina Aguilera as the No. 2 best-selling female pop star from the 2000s. Pepsi lost its underdog status to another underdog.
Pepsi remains No. 2 in plastic pollution, however. PepsiCo had the second-highest branded plastic waste behind Coca-Cola in a worldwide waste audit from 2018 to 2022.
Pepsi has long positioned itself as an edgier alternative to Coke. It challenged Coke’s dominance with promotions like the “Pepsi Challenge.” Stars like Cindy Crawford, Michael Jackson, Britney Spears, Doja Cat, and Cardi B made Pepsi the choice of a new generation.
However, data from Beverage Digest shows Pepsi’s market share has fallen. It went from 9.26% 10 years ago to about 8%. Meanwhile, Dr. Pepper’s share rose from 7.12% to 8.34%. Coke increased its lead from 18.53% in 2014 to 19.18%.
“We’re going to continue to boldly experiment with the latest tools and technologies,” said Mark Kirkham, PepsiCo International Beverages chief marketing officer. These tools provide stronger personalization at scale while connecting people with passion points like sports, music, and gaming.
Pepsi has lost its No. 2 status before, only to regain it. If pop stars and the Pepsi challenge aren’t enough, maybe tech is.
