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April, 2024

Pepsi unveils AI-driven capsule collection in collaboration with Australian designer

Pepsi has launched an AI-first capsule collection, the ‘Pepsi Pulse Collection’, in partnership with emerging Australian designer Jackson Cowden.

The campaign, which is the first major work created from the brand by Special PR, showcases Pepsi’s new visual identity through the 10-piece collection, which refreshes old staples such as the little black dress and the classic white shirt, injecting modernity through innovative AI methods. Campaign executions will be rolling out across experiential, earned, social and OOH.

“Finding an interesting way to celebrate such an iconic brand’s refresh was an amazing challenge for us in our first major campaign for Special PR for Pepsi. Taking inspiration from an industry that knows how to reinvent and refresh, we were delighted to find a shared vision with fashion designer and Creative Director for the collection, Jackson Cowden. This campaign launch demonstrates how Pepsi continues to challenge conventions, pushes the boundaries, and always puts enjoyment first,” said Special PR Managing Director, Alex Bryant.

The launch event was developed with event and experience agency Rizer, showcasing the designs in a setting on the edge of Sydney’s iconic harbour. The runway was live-streamed via oOh!media’s iconic full motion site in The Bourke in Melbourne, with the end-to-end production managed by oOh!media’s POLY, in a first for the innovation and creative hub.

“Following on from hugely successful global launches in other markets, we really wanted our local launch to feel relevant to our culturally thirsty, next generation drinkers in Australia. Pepsi supports the next generation of creators and designers. With our new visual identity being bold, unapologetic, modern, and iconic we wanted to partner with a young designer who could put a unique take on our refresh. It was a privilege to be able to support Jackson to launch his first runway show,” said Chief Marketing Officer ANZ, Snacks Beverages at PepsiCoAustralia, Vandita Pandey.

Using AI fashion technology, Cowden was able to complete the final designs in 40 days, minimising waste, saving time, and pushing the boundaries of fashion traditions.

“It’s been incredibly significant for me to partner with Pepsi at this point in my career, a partnership born of our shared values around challenging the status quo, pushing the unconventional and searching for new and bold ways of doing things. The Pepsi Pulse Collection does exactly that and more, by transcending traditional boundaries and challenging conventional norms. The Pepsi “Pulse” is an illustrative way to tell different stories for the brand, it is Pepsi’s visual response to the beat of culture, reflecting the pulse of worlds we are immersed in. Increasingly in the near future fashion designers will be drawn towards digital fashion design, with ‘preconceived rules’ in creative fields abandoned. Pepsi is known for keeping their finger on the culture pulse, and the innovative and creative way this collection has come to life further proves this,” said Jackson Cowden, Designer and Creative Director for the Collection.

“Jacksons digital design process formed a huge inspiration in creating an unconventional runway show, with the energy of Pepsi’s bold identity. Embracing the unconventional, we blur the lines between fashion, animation, lighting, sound, dance, and performance, all in one story,” said Rizer Creative Director, Zoe Bailey.