2021 Galleries
The Spark Gallery pages are one of our most popular design destinations, with thousands of visitors each year. Check out some of the latest Spark entries, in the galleries below.
Galleries // 2021 Spark:Package // K-Pepsi
K-Pepsi
Finalist
Competition: Spark:Package
Designer: Design Team
Design Type:
Company / Organization / School: PepsiCo Design & Innovation
Website: http://http://design.pepsico.com
Team Members: PepsiCo Design & Innovation Team
To say K-Pop is huge in Chile would be an understatement. The Korean Pop global phenomenon has taken root in the hearts and minds all over Chile. So, we launched the first-ever K-Pop band formed outside Korea through a campaign that included an original song, music video and social/digital amplification. These 360° activations all orbited around our distinctive limited-edition K-Pepsi bottle at retail. Before this campaign started sugar-free Pepsi was a perceived as challenger brand. Notice the past tense there? The challenge we faced was building popularity in youth-culture and building relevance. Getting them to switch to our brand over others. To celebrate and amplify the cultural phenomenon of K-Pop in Chile we wanted the youth of Chile to have a sense of ownership of the K-Pepsi brand experience. We invited them to dare to be different and embrace the K-pop experience. While everyone pretty much follows the same path to success, why not dare to dream big? From these audacious roots, K-Pepsi grew. The first K-Pop band formed outside Korea with an all-Chilean cast. We put five kids in the spotlight — giving them a shot to do something nobody had ever done before.
