Pepsi is to launch on-pack and on-shelf mobile QR codes in a bid to increase consumer interaction with the brand.

Pepsi will encourage consumers to photograph the codes, which are unique barcodes that are recognised and translated to a web address by a mobile application, in order to drive traffic to a dedicated mobile website.

The site, developed by Pepsi’s digital agency Graphico, includes content such as video clips from around the web, including Pepsi’s own ‘life-coach’ Rusty, as well as mobile games.

Ahmed Abdel-Karim, Pepsi UK marketing manager, said, “The inclusion of QR codes on-pack is an innovative means for Pepsi to communicate and give something back to our consumers. As consumers become familiar with the codes and their use, Pepsi will be looking to create further opportunities for utilising them in talking to our consumers.”

Graphico group account director Alastair Macmichael, said, “QR codes are an exciting way of getting consumers involved, they are still new in the UK and with a brand like Pepsi Max pushing them into the limelight it will only aid the take up.”

QR codes have previously been used by the BBC, The Sun and Harrods.

www.nma.co.uk