The city of Porto Alegre recently celebrated 250 years of history and to celebrate this milestone, Pepsi created a culturally themed virtual can in honor of the city. The packaging design is a clear homage to the city with several references to the local culture, incorporating illustrations of Porto Alegre’s art and gastronomy in the metallic packaging design.
The digital can also features both male and female characters, incorporating touches of blue and red for the packaging. Nor do they overlook the icons of regional culture, such as barbecue, skateboarding, architecture and the local dialect.
“When we talk about Porto Alegre and Pepsi, it is impossible not to connect the history of the brand in the country with the history of thousands of Porto Alegre residents who grew up living with the brand throughout the city,” says Diego Bastian, Pepsi’s Marketing Manager in Brazil, adding that “we are very proud to celebrate the 250th anniversary of the city with a tribute that represents the cultural, artistic and gastronomic richness of Porto Alegre, just as we see it as a great opportunity to show that Pepsi continues to nurture an immense affection for consumers in the region, translating behaviors, traditions and habits in a way that is both traditional and traditional, artistic and gastronomic richness of Porto Alegre, as well as we see it as a great opportunity to demonstrate that Pepsi continues to nurture an immense affection for the consumers of the region, translating behaviors, traditions and habits in a way full of effervescence, attitude and originality, signs of identity of Pepsi and our positioning”, comments Diego Bastian, Pepsi’s Marketing Manager in Brazil.
For decades, Pepsi has always been affectively in the lives of the Portoalegrenses. For years, Pepsi appears in the stories and memories of those who grew up in the region and lived different experiences with the brand. Whether in the stories of former employees of the factory and their families, school trips in these environments, or even memories lived in Pepsi On Stage, which is currently the largest concert hall in southern Brazil and has been open since 2006.
