Pepsi’s latest innovation isn’t just about cola—it’s about content.
In an effort to revitalize its brand and capture a larger market share, Pepsi unveiled the Pepsi Smart Can at the Cannes Lions International Festival of Creativity. Unlike traditional cans, this 16 oz. connected can doesn’t contain any actual Pepsi and isn’t meant to get wet. Instead, it features a digital screen, movement sensors, and advanced sound technology, turning it into what Pepsi calls a “CANvas” for self-expression. This high-tech piece of dynamic marketing aims to engage consumers in a novel way.
Currently, the Pepsi Smart Can is available exclusively to early adopters, creatives, and influencers in the sports, gaming, and music sectors. Pepsi hopes to leverage these cans to foster fan engagement and tap into creatives who can produce unique, high-definition content for it. The company also plans to offer exclusive assets such as access codes and special experiences through the can.
“This innovation showcases how design and marketing can collaborate to unlock new meaningful brand opportunities and brings to life our new visual identity and messages in an ever-changing digital landscape,” PepsiCo senior vice president and chief design officer Mauro Porcini told Fast Company.
The State of PepsiCo
The introduction of the Pepsi Smart Can comes at a pivotal moment for the brand. Despite a recent rebranding that modernized a retro version of its logo, Pepsi’s market share continues to decline. In May, Beverage Digest reported that Dr. Pepper had narrowly overtaken Pepsi as the No. 2 carbonated soft drink, behind Coca-Cola. This shift mirrors a monumental reordering in the soda industry, similar to Jessica Simpson replacing Christina Aguilera as the No. 2 best-selling female pop star in the early 2000s.
While Pepsi remains the No. 2 contributor to plastic pollution worldwide, second only to Coca-Cola according to a waste audit conducted between 2018 and 2022, it has seen its market share fall from 9.26% a decade ago to about 8% today. In the same period, Dr. Pepper’s market share has risen from 7.12% to 8.34%, while Coca-Cola’s lead has solidified, increasing from 18.53% to 19.18%.
Pepsi has long positioned itself as an edgier alternative to Coca-Cola, with youth-oriented advertising campaigns featuring stars like Cindy Crawford, Michael Jackson, Britney Spears, Doja Cat, and Cardi B. Despite this, the brand’s market share has continued to decline.
“We’re going to continue to boldly experiment with the latest tools and technologies that provide stronger personalization at scale while connecting people with passion points like sports, music, and gaming,” PepsiCo International Beverages chief marketing officer Mark Kirkham said in a statement.
Pepsi has lost its No. 2 status before, only to regain it. If pop stars and the Pepsi Challenge aren’t enough to reclaim its position, perhaps high-tech innovation will be the key.
