Team created case study video of Pepsi Ring, summarizing the problem, our solution, and it’s incredible impact.
PEPSI RING
Turning a TikTok pain point into a premium limited drop
A TikTok trend about broken nails inspired a rapid NPD response: a Pepsi-branded ring that opens cans, produced and launched as a limited PR drop in Spain including an exclusive gold version for Bad Gyal.
Overview
When TikTok creators started posting about breaking nails opening soda cans, the trend peaked after Bad Gyal highlighted it. Pepsi responded fast with a functional ring that opens cans — produced as a limited PR drop in Spain, with a silver version and an exclusive gold “queen” ring for Bad Gyal.
My role
Led concepting + sketch exploration across 4 routes (2 taken into refinement)
Defined the logo integration, “pulse” integration, and the can-opening undercarriage concept
Managed supplier communication (Spanish ring maker) and collaborated with procurement/marketing
Art directed the photoshoot and proposed campaign extensions to broaden the idea beyond the object
Concept Round 1
Constraints
Speed: rapid turnaround to match the social trend
Comfort + wearability: it had to function as jewelry, not a gimmick
Brand fidelity: needed to express the newly launched Pepsi branding, including pulse
Manufacturability: explored hollow routes but adapted due to weak points
Process
Social insight →4 concept routes → narrowed to 2 → fast refinement
Two prototypes (time + cross-country production realities)
Final production: silver run + limited edition gold influencer piece
Launch assets: product & lifestyle photography, influencer box, 3D/animation support
Concept Revisions Round 2
Design Round 3 Prototypes
Limited Edition gold ring for designed for influencers
Design Round 4, Final Refinements
Working closely with internal 3D team, Acar & Erhan, to build out final tweaks and animate the ring for additional assets to be used for stakeholder alignment, socials and case studies.
Results
Creative Team
Luke Gillman
Hayley Shore
Erhan Ozden
Acar Kafadar
Corinna Hutter
Kira Roberts