Pepsi puts creative control in the hands of fans with the #PEPSICHALLENGE. Consumers have the extraordinary opportunity to re-envision the universally celebrated and recognized can with their own special designs and creative flair in the “Live For Now” Design Challenge. To launch the event, world-renowned fashion designer and creative director, Nichola Formichetti showcases his concept that serves as inspiration.

“The Pepsi Challenge is all abut encouraging consumers around the world to step out of their comfort zone and accept a new challenge and opportunity. Design has long been a haven for those who dare to do differently, so we wanted one of our first global challenges to connect with this bold creative class directly. In a year of challenges, we have also turned the lens on ourselves to look at our brand differently. We’re turning over our most cherished piece of equity and our most visible piece of real estate- the facade of the Pepsi can- to consumers around the world to reimagine. We can’t wait to see the results.”

– Kristin Patrick, Senior Vice President & Chief Marketing Officer, PepsiCo Global Beverage Brands.