PepsiCo Beverages Italy is too feature pop-star Beyoncé on a limited run of Rexam’s Fusion aluminium bottle.
The singer, who appears very pale on the bottle, and PepsiCo have partnered with each other for a series of adverts and on can promotions in 2013.
But in Italy, where the aluminium bottle for the drinks is very popular, the decision was taken to introduce her image on a limited run.
Barbara Saba carbonated soft drinks marketing and engagement channel manager for PepsiCo Beverages Italy, says, “We work collaboratively with Rexam to develop creative solutions that not only support our products from a technical perspective, but add value to our marketing messaging.
“The can and in particular the Fusion aluminium bottle is so much more than Pepsi packaging, it communicates our brand vision to the end consumer.”
Produced at Rexam’s Ejpovice plant in the Czech Republic, the limited edition bottle is printed with the distinctive PepsiCo colours red and blue on a silver background and uses the aluminium substrate of the bottle to striking effect.
The bottle will be distributed across Italy until December 2013.