Pepsi-Cola has created a special can crafted from sterling silver and inlaid with diamonds, rubies and sapphires. The can estimated to be worth $100,000 (£77,436) is to be awarded as a contest prize during the American Super Bowl.

This Pepsi precursor unveils a new image worldwide as new can designs are being rolled out across Europe and the US. Pepsi-Cola’s unique promotion to celebrate the launch of its global brand restyle is to combat soft drink sales which have lagged in recent years as demand grows for healthier drinks options. The global brand restyle will see cans carry images of cars, sports, music and fashion with the images changing every few weeks. The design will change 35 times during 2007 – compared to ten times in the last 109 years.