Rexam teams up with Pepsico Beverages Turkey to design limited summer edition 33cl cans for Pepsi Istanbul that features sparkling varnish effect

Liling Tan

LONDON , August 10, 2011 (press release) – Rexam Beverage Can has teamed up with Pepsico Beverages Turkey to design a can for Pepsi Istanbul, a limited edition lemon and mint twist on the classic drink.

The 33cl cans, produced at Rexam’s Manisa Plant in Turkey, were designed by Hülya Avsar, one of country’s most famous celebrities and spokesperson for local Pepsi Campaigns. Rexam worked closely with Pepsi to produce the sparkling varnish technique, which is available for the first time in Europe on these limited edition cans. The effect of the varnish compliments the packaging’s design, a night scene of a city skyline with twinkling lights and stars, making it eye-catching and ensuring maximum differentiation from other products on the shelf.

The promotional Pepsi Istanbul cans, and flavour, are a seasonal product for summer 2011.

“With Pepsi Istanbul only being available for the summer, it is crucial for us to have a distinctive and eye catching design for the cans so that all Pepsi fans will see it and want to try the new flavour,” Gözde Kütük, Pepsi Assistant Brand Manager, explained. She continued, “The shimmering effect maximises the association with superstar Hülya Avsar, giving the cans a strong on-shelf impact and making it a unique and special experience for consumers.”

Nazey Erdilek, from Rexam Beverage Can Turkey, commented on Rexam’s relationship with Pepsi: “We have a long standing relationship with Pepsi supporting them with their regular orders whilst additionally helping to launch new and promotional products. We were very pleased to be able to take the idea of using the Sparkling Varnish to Pepsi and to see how great the finished cans look.”

Pepsi Istanbul will be sold exclusively in Migros Group supermarkets in Turkey.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.