Pepsi has announced the launching of its first-ever collection of non-fungible tokens (NFTs) for Indian consumers.
The PepsiCo India Design Team, in conjunction with illustrator Timea Balo, chose the NFT collection for Pepsi Black in an effort to deepen the brand’s connection with the technologically savvy and constantly evolving SWAG generation.
Pepsi will issue 20 NFTs minted on the Polygon blockchain that are based on the company’s key values.
The NFT collection pays homage to the younger generation, which values self-expression and relies heavily on technology, and is inspired by the Pepsi Black brand concept.
The NFT art collectibles are centered on modifications made to the classic Pepsi Black “Zero” image, which were inspired by the brand’s passion points to represent significant features like as sustainability, rhythm, movement, creativity, art, the evolving social media landscape, and gamification.
The “Pepsi Black Zero Sugar” collection will be listed on Open Sea, the first and largest web3 store for NFTs and crypto collectibles, with three variations of each theme and four music-inspired variations.
NFTs will be awarded to the winners of the #PepsiBlackeffect contest launched on the social media platform Moj. Consumers can enter the contest utilizing the Pepsi Black lens and displaying their most crazy SWAG identities for a chance to win Pepsi Black’s first NFTs.
According to PepsiCo India’s Category Lead for Pepsi Cola, Saumya Rathor,“Pepsi has always been at the forefront of cultural evolutions, globally as well as in India. Our endeavour is to transform our product as well as our narratives to align with the evolving youth. Our foray into the world of non-fungible tokens (NFTs) for the Indian consumers is a testimony of the same belief. The ‘Pepsi Black Zero Sugar’ NFT collection will personify and bring alive the world of Pepsi Black by leveraging passion points which resonate the most with the youngsters today such as fashion, gaming, music, social media, dance, creativity, and environment. To present an accessible opportunity to our consumers, these NFTs will be given through an engaging #PepsiBlackeffect challenge on India’s homegrown social media platform, Moj.”
Tanu Sinha, Design Director at PepsiCo India, stated, “Pepsi has strongly associated with popular culture and passion points such as music, dance, art, and environment with its legacy of disruptive narratives over the years. Pepsi’s design strategy, also, over the years, has witnessed a significant shift with the acceleration of a digital-forward and social-media savvy world. We have evolved our design sensibilities to connect with the younger generation to further Pepsi’s mission to create a culture that propagates innovation. The launch of Pepsi’s first-ever ‘Pepsi Black Zero Sugar’ NFT collection is another step towards this direction. With Pepsi Black’s ‘Zero’ sugar philosophy at its core, these collectible art NFTs have been designed keeping in mind the passion points those youngsters can connect and relate with.”
How to enter the #PepsiSwag challenge
Moj allows users to join in Pepsi Black’s #PepsiBlackEffect promotion by clicking on the “Pepsi Black Zero Sugar” lens within the app.
The lens exemplifies the “Max taste, low sugar” idea of Pepsi® Black.
Customers can only receive NFTs if they possess a web3 wallet. NFT is issued and transferred utilizing the Polygon blockchain. In addition to the NFTs, the victors will receive Pepsi memorabilia.