Pepsi launches on-pack QR codes

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 - using their mobile phone in order to drive traffic to a dedicated mobile website.

The site includes content such as video clips from around the web, including Pepsi's own 'life-coach', Rusty, as well as mobile games.

The inclusion of QR codes on-pack is an innovative means for Pepsi to communicate and give something back to their consumers, and as consumers become familiar with the codes and their use, Pepsi will be looking to create further opportunities for utilising them in talking to their consumers.

QR codes are an exciting way of getting consumers involved, and although they are still relatively new in the UK, with a brand like Pepsi Max pushing them into the limelight, it should only aid the take up.

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