As part of Pepsi's Holidays campaign this year, it wants people to gift cash unapologetically to their friends, family and causes that they care about.
'Gift it Forward With Pepsi' will see QR codes on every 12 pack of Pepsi, Diet Pepsi, Pepsi Zero Sugar, Wild Cherry Pepsi and Pepsi Vanilla, purchasers will be lead to a digital scratch-off game. However, instead of traditional scratchcards, where the money ends up with the scratcher, if people get three globes - they can instantly gift cash prizes that range from $5 to $25,000.
Gifts can end up in the pockets of friends of family, or make their way to Pepsi's longstanding charitable partner - The United Way. It is a national non-profit organisation that fights for health, education and financial stability for people across the US.
The gift promotion will be activated at select NHL and NFL games, where attendees will be offered the opportunity to give the gift of cash with 'Gift It Forward Cash Cam.'
Discussing the 'Gift it Forward With Pepsi' campaign, Todd Kaplan, vice-president of Marketing, Pepsi said: “While the holidays have always been known as the season of giving, finding the right gift to give has always been an underlying stress for people. Our ‘Gift it Forward with Pepsi’ program is all about disrupting the typical ways that people go about holiday gift-giving by enabling people to unapologetically give the gift of cash, adding a new dynamic to the overall holiday experience.
“So, whether you gift your winnings to a friend, a family member, or someone else, Pepsi wants to make it easier for you to get into the gifting spirit this holiday season,” he added.