Challenge:
Pepsi wanted to create a global promotional campaign that not only amplified its partnership with superstar Beyoncé but also drove sales across retail and foodservice channels — including a powerful collaboration with KFC. The challenge: develop a simple, exciting consumer promotion that could work across diverse global markets and connect music, art, and pop culture in an irresistible way.

Solution:
Canopy partnered with Pepsi to create "Make Your Summer Pop" — a global in-store and online promotion that tapped into Beyoncé’s iconic status and the vibrant energy of pop art. The campaign invited consumers to purchase Pepsi and KFC products to collect exclusive pop art-inspired pieces featuring Beyoncé. Collect them all, and consumers could unlock the chance to win Pepsi and Beyoncé-themed prizes, including merchandise, experiences, and more.

We designed an eye-catching visual system that blended bold pop art aesthetics with Beyoncé’s unmistakable image, creating a high-impact presence across packaging, in-store displays, digital platforms, and promotional materials. The program was built for global scalability, allowing markets to localize while keeping the overall campaign cohesive and instantly recognizable.

Deliverables:

• Global Promotional Campaign Strategy

• Visual Identity & Design System

• In-Store Displays & POS Materials

• Digital Activation Toolkit

• Consumer Engagement Mechanics

The result: Make Your Summer Pop generated excitement worldwide, increased purchase frequency at both retail and KFC outlets, and further cemented Pepsi’s position at the center of music, culture, and lifestyle — all powered by one of the biggest icons in the world.