Pepsi Launches Detroit-Centric Packaging for 313 Day

The limited-edition design is part of the brand’s Full of Detroit Soul initiative
Pepsi’s Full of Detroit Soul packaging is now available for purchase. // Image courtesy of Pepsi

With 313 Day — the celebratory March 13 holiday named after Detroit’s area code — just a few days away, we’re gearing up for a day dedicated to Detroit and, apparently, so is Pepsi. Following the debut of its Full of Detroit Soul initiative last year, Pepsi is launching limited-edition packaging just in time for 313 Day.

The brand’s Full of Detroit soul packaging can be found on Pepsi 12 packs, 2-liters, and 20-oz bottles at retailers across the metro area starting this week. The design pays homage to Detroit with colorful sports, architecture, and culture graphics such as the Coney dog, Detroit Tiger’s Old English “D,” and “The Spirit of Detroit” statue. Each package also includes a QR code, which connects customers to an online showcase of local stories that are part of Pepsi’s Full of Detroit Soul initiative.

Pepsi launched the multi-year community platform and campaign in December to celebrate Detroit’s art and music history while also building community partnerships in the city. The first phase of the project included partnerships with local artists Désirée Kelly, Ndubisi Okoye, and Sydney James. The three artists created pieces for the campaign that were displayed on billboards and wallscapes across Detroit. Pepsi also held a special event with metro Detroit native, R&B singer Kem.

To coincide with the new packaging and the Detroit holiday, Pepsi is also offering a deal on DoorDash. Customers who use the app on March 13 can get $3.13 off their DoorDash order so long as they add a Pepsi to their cart. The offer is available at more than 2,000 local restaurants.

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