Advances in flexible display tech have led to some weird and wonderful innovations in recent years, but the Pepsi Smart Can is one of the strangest and most intriguing yet. It highlights a lot of possibilities, but people are a little confused about what the aim is, both from a product and a branding standpoint.

Unveiled at the Cannes Lions, the can-shaped device is wrapped in a flexible 3D high-definition screen. Neat. But does anyone really want a Pepsi-branded digital lava lamp? (for more capable displays, see our pick of the best monitors for graphic artists).