Seeking Interactive Scan Code Technologies for Consumer On-pack Promotions

Current Solution:

PepsiCo runs promotions by leveraging promotion codes that directly connect product purchases with promotion participation.

Codes are usually located:

Option 1: Under the ring pull Option 2: Under the bottle cap Option 3: On the bottle label

Key Challenges:

1. Difficult for a consumer to participate (requires manual typing, allows mistakes and or fraud, lowers promotion participation rate)

2. Codes add production and supply chain complexity and costs

Key success Criteria

Must-Haves:

• Must be scalable and run at speeds of at least 1,000+ parts per minute, preferably assembled within PepsiCo’s supply base
• Must ensure promotion integrity and prevent fraudulent redemption
• Must not impact current finished goods performance:
  • Bottle or can opening/closing
  • Label scuffing or tearing
• Must be compatible PepsiCo’s Pep+ goals with regard to sustainability:
  • Proposed technology must not
    • negatively impact recyclability of the can, bottle, label, or closure
    • negatively impact the carbon footprint of production efforts
    • negatively impact bottle or closure weight
    • Include a capital investment
• Under-cap solutions must be compatible with 28mm diameter 1881 plastic closures
• High degree of ease for consumers:
  • Minimal number of steps for consumers – e.g. digital scanning or leveraging AI
  • Easy to follow directions
  • Codes readable by cell phone camera OReasily readable by eye for manual entering

Nice-to-Haves:

• Minimal impact on filling plant
• Variety of color options
  • Custom color options are highly desirable

Possible Approaches

• Laser marking
• Laser engraving/etching
• Reactive polymers which exhibit color changes when exposed to lasers
• Novel non-alphanumeric displays
• Leveraging bottle characteristics
• Leveraging labels by potentially concealing unique codes on labels

Approaches not of Interest

Unless significant advances have been established, PepsiCo is not interested in:

• QR codes that can be redeemed before purchase
• Geofencing technologies

Preferred Collaboration types

PepsiCo is primarily interested in technologies that are close to commercial availability, yet early-stage solutions may also be of interest, provided a clear development pathway exists.