The 33cl cans, produced at Rexam's Manisa Plant in Turkey, were designed by Hülya Avsar, one of country's most famous celebrities and spokesperson for local Pepsi Campaigns.
Rexam worked closely with Pepsi to produce the sparkling varnish technique, which is available for the first time in Europe on these limited-edition cans. The effect of the varnish compliments the packaging's design, a night scene of a city skyline with twinkling lights and stars, making it eye-catching and ensuring maximum differentiation from other products on the shelf.
The promotional Pepsi Istanbul cans, and flavor, are a seasonal product for summer 2011.
"With Pepsi Istanbul only being available for the summer, it is crucial for us to have a distinctive and eye catching design for the cans so that all Pepsi fans will see it and want to try the new flavor," explains Gözde Kütük, Pepsi assistant brand manager. "The shimmering effect maximizes the association with superstar Hülya Avsar, giving the cans a strong on-shelf impact and making it a unique and special experience for consumers."
Nazey Erdilek, from Rexam Beverage Can Turkey, comments on Rexam's relationship with Pepsi: "We have a long standing relationship with Pepsi supporting them with their regular orders whilst additionally helping to launch new and promotional products. We were pleased to be able to take the idea of using the Sparkling Varnish to Pepsi and to see how great the finished cans look."
Pepsi Istanbul will be sold exclusively in Migros Group supermarkets in Turkey.