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January 13, 2007

The Pepsi Can — Circa 2015

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I don't know why I was amused to read in Betsy McKay's article in yesterday's Wall Street Journal that Pepsi, in an effort to freshen its brand image, is "abandoning the old look of its Pepsi cans for a new look [above] that changes every three to four weeks."

I guess it might be because the Pepsi can of 2015 (it's doable now but prohibitively expensive) will change every three to four seconds — if not continuously — from the moment it detects a human gaze.

The can you see will not be the one your kid, sitting in his shopping cart (some things will never change) sees: the changing images and messages will be tailored to each of however many viewers are looking at the can.

And yes — they'll all run concurrently.

January 13, 2007 at 12:01 PM | Permalink


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