Pepsi Tag

MILAN — After the unexpected collaboration with Barilla in 2019, GCDS is strengthening its ties with the food industry and partnering with Pepsi. First teased last week when posts with the 2 brands’ logos standing out against a dark background began to flow into on social media, the partnership marks the launch of the Pepsi Zero soft drink in Italy and Southern Europe, including Spain and Portugal. For the occasion, GCDS has reinterpreted the Pepsi can in a special limited edition, which will likely be promoted through a series of activations across Italy, and has developed a dedicated capsule collection of apparel and accessories. Designed by GCDS cofounder and inventive director Giuliano Calza, the 150-ml mini can will likely be gifted at itinerant...