PepsiCo Beverages Italy has selected Rexam’s Fusion aluminium bottle for its limited edition Beyoncé packaging.
Pepsico selected the bottle for its shape and the graphic potential available from Rexam’s high definition printing.
PepsiCo Beverages Italy CSD marketing and engagement channel manager Barbara Saba said that the Fusion aluminium bottle goes beyond Pepsi packaging to communicate the brand’s vision to consumers.
"We work collaboratively with Rexam to develop creative solutions that not only support our products from a technical perspective, but add value to our marketing messaging," Saba added.
Produced at Rexam’s Ejpovice plant in the Czech Republic, the Fusion aluminium bottle highlights the global partnership between PepsiCo and Beyoncé. Printed with red and blue PepsiCo colours on a silver background, the aluminium substrate of the bottle is used to striking effect.
PepsiCo will distribute the bottles in the Italian HoReCa channel until December.
PepsiCo Beverages Italy operates in the field of soft drinks primarily, in particular with the brand Pepsi.
Image: The Pepsi Beyoncé bottle is printed with PepsiCo colours red and blue on a silver background. Photo: courtesy of Rexam PLC.