News: Pharrell Joins Pepsi Generation
Producer Pharrell Williams, country act Big & Rich and rock group All-American Rejects have been selected by Pepsi to come up with their own versions of its can, which changes its background graphics every few weeks.
The task is part of the soda company's global re-branding efforts. Before the recent campaign, Pepsi's can had only changed 10 times in its 109 year history. This year alone, the can will sport about 35 different looks, including the image designed by Pharrell.
"I was intrigued by this opportunity because it allowed me to be creative and innovative, which is something that I try to infuse in all of my endeavors," said Williams.
Also for the first time in history, Pepsi is seeking the talent of consumers to design one of its cans in the "Design Our Pepsi Can" contest. The winner earns $10,000 in cash and the artwork will be featured on 500 million Pepsi cans across the country.
Pepsi's celeb-related can design follows a similar move by rival Coca-Cola, who enlisted rap mogul Jay-Z to redesign its can for Cherry Coke.
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