Pepsi UK QR Code Campaigns

Pepsi is one of the latest companies to embark on a QR Code campaign but with little success. When I picked up the bottle in the supermarket I was impressed to see the use of QR Codes linking offline and online media but on closer examination there was no real explanation of how to use or scan the code. Next to the code there was a symbol of a mobile phone and below the phone emblem itself was the text standard network rates apply.

Not only is this confusing but also slightly misleading. When I see the text standard network rates apply it usually refers to SMS but obviously in this case if you are familiar with smart phones and data packages this refers to data rates.

When you scan the QR Code itself it diverts to a page which states “Error Occurred” Page not found. How many millions of these bottles have shipped with a QR Code linking to an error. What a terrible user experience for a great brand. QR Codes are becoming more popular but people do not seem to provide an end to end user experience that keeps you coming back for more. If a new user to QR Codes tried to scan the Pepsi QR Code and got this error page when they see another QR Code they may not bother scanning it due to bad user experience. I think Pepsi's design agency have a lot to answer for.

It would also have been nice touch if they had created a designer QR Code to enhance the experience but its a bog standard QR Code.

I brought this bottle with me on a plane to the AzonMedia headquarters in Sofia, Bulgaria and we decided to have a little play with it. Basically redesign the idea of what we thought would be both a good user experience and tidy it up a little bit. No offense Pepsi!

We changed the QR Code for a designer QR Code, added in network data rates apply and also made the phone more dominant and added some text that tells you to scan with your phone. It is linked to www.pepsi.co.uk website.

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