Pepsi launches holographic cube, introducing breakthrough technology to millions of consumers.

SOMERS, N.Y.--(BUSINESS WIRE)--Nov. 20, 1995--In what industry experts are calling the largest single holographic project ever undertaken, Pepsi-Cola Company today began flooding shelves nationwide with more than 10 million specially-designed, completely holographic versions of its popular 24-pack Cube.

While other companies have previously incorporated holographic images on product packaging, Pepsi is the first to create an entire package that is itself a hologram.

The result of a five month production odyssey that began on July 19, 1995, the Holographic Cube combines state-of-the-art technology with Pepsi's enormously popular 24-pack "The Cube," creating a spectacular, unique and eye-catching package designed to "light up" store shelves and displays from now through the holiday season.

"Even people who are familiar with holographic technology will be blown away by the impact of our new Cube," said Brian Swette, executive vice president of marketing for Pepsi-Cola Company. "The scope and size of this project far exceeds anything that has been done to date with holographs, so in that sense, we're really making history."

Aligning itself with companies that are the "best in the packaging business," Pepsi created a custom, two-level hologram, providing the perfect background for brand-specific logos and artwork. To support this milestone effort, more than 3,200 miles of film (enough film to cross the United States) were used in bringing the Holographic Cube to consumers.

The new Cube is available in two holographic patterns, one for each trademark family: Pepsi/Diet Pepsi/Caffeine Free Diet Pepsi and Mountain Dew/Diet Mountain Dew.

How the Holographic Cube was Developed

The following steps were taken in creating the Cube breakthrough.

- Holographic Image Design -- developed the holographic artwork using a state-of-the-art technique, to create true color, light animated, two-level hologram; holographic development handled by Pepsi-Cola in Somers, N.Y., and Chromogem Inc.

- Film Production -- embossed 3,219 miles of film with metalized holographic film material (translating into approximately 17 million lineal feet or 360,000 lb); film production conducted by Applied Physics Research

- Board Lamination -- laminating the holographic materials onto more than 40 railroad cars of paperboard; board lamination handled by J.D. Cahill

- Printing/Converting -- printing the high image brand graphics with special inks on holographic board at a rate of 65 tons per day; printing/converting conducted by Riverwood International, Mead Packaging and Reynolds Inc.

In addition to delivering Pepsi consumers their favorite beverages in slick, exciting packages, the new Cube offers an extra value with several cut-out, holograph holiday cards and tree ornaments, perfect for sending to friends and loved ones in the coming holiday season. To further enhance the package, Pepsi will include special "holiday cans" in each Cube.

"Pepsi has successfully married art and science with the new Holographic Cube," said Don Mallik, vice president of operations for Applied Physics Research (APR), a subsidiary of Printpack Inc., the largest privately held flexible packaging converter in the United States. "With the Cube, Pepsi wanted to give consumers something 'big and breakthrough.' This project is the largest holographic film order ever produced. It doesn't get much bigger and more breakthrough than that!"

Pepsi-Cola Company is headquartered in Somers, NY, and is a division of PepsiCo, Inc.

CONTACT: Pepsi-Cola Company

Jon Harris, 914/767-7225

or

Brad Shaw, 914/767-7495