Pepsi Puts QR Codes On Pack

Pepsi UK is introducing on-pack and on-shelf QR codes as a gateway to a specially created microsite. Consumers snap the code panel using their mobile and the QR reader connects the handset to the site.
The site, developed by Pepsis retained agency Graphico, renders direct to mobile and is not simply a WAP version of a website. Pepsi consumers can choose to watch a video clip from Rusty, who is described as "a hilarious life coach"; see Pepsis pick of the best bits on the web; and download free mobile games and other free content each day. Subsequent daily visits will uncover fresh words of encouragement from Rusty in further short videos, news feeds, more sites to view and further random content.
The inclusion of QR codes on pack is an innovative means for Pepsi to communicate and give something back to our consumers, says Pepsi UK Marketing Manager, Ahmed Abdel-Karim. As consumers become familiar with the codes and their uses, Pepsi will be looking to create further opportunities for utilising them in talking to our consumers. In the meantime, this is a fun way for consumers to be introduced to further applications for mobile communication.
To help consumers get to grips with QR Code technology, Pepsi has set up instruction page on its website, including links to sites where QR Code readers can be downloaded.
Graphicos Group Account Director, Alastair Macmichael, says:
QR codes are an exciting way of getting consumers involved, they are still new in the UK and with a brand like Pepsi Max pushing them into the limelight it will only aid the uptake. We are well aware they might not work for everyone but Pepsi Max is a brand that has to be the first to bring innovative technology like this to early adopters to drive brand kudos and involvement.