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RISING TO THE CHALLENGEIn 2015, Pepsi partnered with popular chart-topping rapper MC Fitti to create a new design for its iconic can – and then challenged German consumers to develop their own new design as well. MC Fitti’s creation featured a trendy 80s-inspired colour scheme with an eclectic collection of illustrations, including vinyl records, basketballs and dolphins, while the winning consumer’s design utilised Pepsi’s traditional red, white and blue colours but also featured an array of cartoon-like sketches and a bold call to “Live for Now”. The innovative Pepsi Challenge saw both new designs launched onto the German market, with the limited-edition cans proving very popular with consumers.EUROPEAN CAN MARKET REPORT 2016 53COUNTRY REPORTS