Pepsi challenges darkness to bring light with the Pepsi x Liter of Light \'Ignite The Light\' Tour

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Every time consumers around the world use the #PepsiChallenge hash tag on social media, Pepsi will donate $1 to Liter of Light.
  • Nusra Deputy Features Editor
Restaurant India

Pepsi has challenged people worldwide to shine a light on those who live in darkness. As the first global initiative in its 2015 Pepsi Challenge program, the brand announces the Pepsi x Liter of Light "Ignite the Light" Tour.

This is an international journey of creative, large-scale, mixed media art installations created by artists from around the world who will bring attention to communities that lack electricity and basic lighting solutions.

Pepsi and Nicola Formichetti announce the Pepsi x Liter Of Light "Ignite The Light" Tour with first art installation in Hong Kong.
In partnership with the Liter of Light organization and world-renowned fashion designer, creative director and fashion editor widely known for collaborations with Diesel and Lady Gaga, Nicola Formichetti, Pepsi reveals the first "Ignite the Light" installation in Hong Kong. Unveiled on March 15th and open to the public for a limited time at the PMQ Courtyard, Formichetti's piece titled "Ao Dress" is a physical example of the symbiotic relationship between light and material.

"It's important that the fashion and art industries work hand in hand and help each other, as each world now collides. I'm very much inspired by the art world mixing with my fashion angle, so it's exciting to be able to have a hand in both through the Pepsi x Liter of Light 'Ignite the Light' Tour," said Formichetti.

"For my piece, 'Ao Dress,' I was inspired by Mother Nature – the embodiment of renewal, birth and the light of infinite possibility. What could be better than repurposing Pepsi bottles into something that helps people who go without the most basic of human needs, such as electricity and light. Pepsi is literally helping bring people out of the darkness and into the light, and that is something I can stand behind with conviction."

"Through the 'Ignite the Light' Tour with Liter of Light, we're infusing the fun and excitement of the Pepsi Challenge with a focused purpose – helping our consumers around the world achieve their desire to make an impact," said Kristin Patrick, Senior Vice President and Chief Marketing Officer, PepsiCo Global Beverage Brands.

Pepsi Challenge is a call to today's generations to live life to the fullest and make every moment—big or small—epic.
Throughout 2015, Pepsi Challenge unleashes a variety of global and local challenges designed to galvanize consumers to push themselves farther, dream a little bigger and "Live for Now.”

Every time consumers around the world use the #PepsiChallenge hash tag on public Instagram, Facebook, Twitter or YouTube profiles, Pepsi will donate $1 to Liter of Light to help bring environmentally-friendly, inexpensive and easy to make lights to those around the world who need it most.

"Light is not only a great need, but also a great inspiration, for so many," said Illac Diaz, Liter of Light Founder. "The Pepsi Challenge program and its 'Ignite the Light' global challenge sheds light on our great mission in inspiring, beautiful and visually stunning ways – both physically with the artistic light installations around the world, as well as the great impact and movement made through our partnership with Pepsi."

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Pepsi challenges darkness to bring light
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