The design breaks from Pepsi Max's usual black. The can is mostly white, carrying a football panel pattern that works as a high-contrast canvas for the branding sitting on top of it: the refreshed Pepsi globe centred on the front, flanked by the Max wordmark in bold crimson. Against a chiller of dark energy cans and Pepsi's own standard black livery, a predominantly white cola can is unusual enough to do its own shelf standout without needing a gimmick.

The gimmick exists anyway, just not on this can. Hidden among the 86 million are 150,000 rare Perfect Chilled variants printed with temperature-activated ink, which begins reacting at 12 degrees Celsius and turns the can vibrant blue at 8 degrees, the temperature Pepsi considers optimal for drinking. Finding one entered you into a draw for prizes including £5,000 cash towards a home entertainment bundle, football tickets, Pepsi Football Nation merchandise and Pepsi Max vouchers. The colour-changing cans were placed only inside 18-can and 24-can multipacks, priced at £11.99 and £15.29 respectively, which puts the odds at roughly one in 573 and means singles like this one were never in the running.

The whole thing sits under Pepsi Football Nation, a global platform built around a set of published rules for football fans. Rule 16, that you always have chilled Pepsi ready, is the one the can promotion runs on. Rule 1, that the game is called football and not soccer, got its own execution: a free browser extension for Chrome and Firefox that scans web pages and silently replaces every instance of the word soccer with football.

Inside is Pepsi Max, the no sugar cola launched in the United Kingdom in 1993 and now the country's second biggest cola behind Coca-Cola Zero Sugar. Available nationwide across all major grocery retailers from June 2026.

A can from one of the largest single packaging runs of the year, and a reminder that 85,850,000 of them were exactly like this one.