The 7UP vintage cans, available outside the US, were created in collaboration with artists worldwide. The challenge was to extend the brand’s 2018 refresh and drive incremental sales, so the vintage pack program was developed to highlight 7UP’s quirky legacy. 7UP has always celebrated individuality and non-conformity in its own way. Referencing its history, the team created a visually rich and engaging platform. Each piece of artwork was inspired by the people, culture, and aesthetic of 7UP over the decades. Fido Dido is a trademark of Fido Dido Inc., used with permission. All rights reserved.

At PepsiCo Design, we are crazy enough to think we can inspire the future - of our brands, of our company, of our society. We firmly believe design and design thinking are significant catalysts of innovation and therefore of growth to power our global brands. PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $63 billion in net revenue in 2017, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.