Pepsi Unveils 'Smart Can' At Cannes Lions 2024, Here's What It Is About
The Smart Can was developed by PepsiCo's design team in Ireland as a side project, leveraging the 15% of free time they give employees to explore their passion projects.
Beverage giant PepsiCo unveiled a new concept at the Cannes Lions International Creativity Festival this week, grabbing attention with their 'Pepsi Smart Can'.
Termed CANvas by Pepsi, the company says it will unlock new ways of storytelling, and provide a gate to access new experiences.
Interestingly, the Smart Can doesn't contain any actual Pepsi and it is not supposed to get wet. Reporting the development, Fast Company stated on its website that the Smart Can is made with a digital screen, movement sensors, and state-of-the-art sound technology. In other words, it's a high-tech piece of dynamic marketing.
According to Mauro Porcini, PepsiCo's senior vice president and chief design officer, the Smart Can was developed by PepsiCo's design team in Ireland as a side project, leveraging the 15% of free time they give employees to explore their passion projects. Porcini shared a rough video recorded last week at their design centre in Dublin.
Pepsi Smart Can Features
The futuristic can feature a flexible 3D high-definition screen wrapped around its familiar cylindrical shape. The Pepsi Smart Can also boasts a built-in SIM card, enabling mobile connectivity. This feature allows the company to tailor and customise the content on the device as per individual choices.
NDTV quoted Mark Kirkham, SVP and CMO of international beverages at PepsiCo saying, "We get to bring our product, our brand, and our message together in an incredibly innovative way."
The project is currently in its early stages. PepsiCo plans to distribute Smart Cans to a select group of influencers and consumers worldwide to gather feedback. While there's no word on a commercial release, the Smart Can serves as a glimpse into the future of interactive packaging and brand experience.
