Project Overview
No matter where the game is played, Super Bowl Sunday is a national celebration. The first Los Angeles Super Bowl was over 50 years ago, and 2022 was the first time the game returned to L.A. in almost 30 years. Pepsi wanted to find a way to add to and reflect that excitement, so The Design Team created a Limited-Edition aluminum bottle that celebrates the city in an unapologetic way, united as one in L.A.
Organisation
Project Brief
Los Angeles is different from what is portrayed in reality TV shows and movies. Yes, there’s glamor, but the diversity and heart of Angelenos bring to life the full experience of the city. The diverse culture built the city as it is known today, and defines the exciting future of where it’s going.
Project Innovation/Need
This latest chapter of football fandom continues to build in L.A. as the Rams returned to the city in 2016. The fans and team are writing a new chapter together, building their own legacy and relationship. The Pepsi Team saw an opportunity to fuel this growing fandom with the Pepsi x Super Bowl LVI Alumitek Limited Edition aluminum bottle to commemorate this special moment for the city.
Design Challenge
The Design Team wanted to create a limited-edition aluminum bottle that tells the story of Los Angeles in a way that honored the city and this historical big game moment with a premium execution. We specifically chose a darker and more mature blue to increase the premium and limited-edition aesthetic of the design. The aluminum substrate allowed us to create a printed gold that feels gilded and increases the impact of the detailed illustrations while also capturing the "golden" quality of L.A. light and glamor. Representing the community culture of Los Angeles in this gilded illustration style, we incorporated local monuments, passions, and favorite foods into the design. We also made sure to nod to SoFi Stadium, a state-of-the-art Pepsi sports property.
Effectiveness
The project was well received, as sales point to high interest and purchase from locals and tourists alike who wanted to celebrate this cultural event. The premium design also supports an elevated price point versus our other single serve packaging. In the end, Pepsi achieved its goal in creating a special limited edition can that celebrates a major event for both Los Angeles and the country.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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