The meaning of innovation has completely shifted, even from just a few years ago. In the past, compelling designers were revered for their creative exploration of objects like furniture, clothing, buildings, cars―and even more recently, computers, tablets and phones. But now that start-ups and apps are dominating design industries, innovation in design has expanded to the creation of interfaces, digital experiences, intelligent objects― all the way to entire nations, governments and virtual reality. This monumental about-face is impacting traditional models of marketing innovation and technological development, while creating space for fresh disciplines and approaches. Designers are playing a new role in this evolving scenario, as they have morphed into 24/7 ethnographers focused entirely on people, able to understand the needs and dreams of current and future societies, while transforming them into meaningful and significant solutions that effortlessly connect business, technology and communication. The designer is the composer of modern-day life, spinning each touch-point of a brand into a coherent and radiant symphony that spans from the product to its packaging, promotional events to operating instructions, retail to digital, and the moment of purchase to its inaugural use. Designers are the glue, facilitators and connectors, always in dialogue with other disciplines―marketing, R&D, operations, manufacturing, consumer insights, strategy, legal―yet the consumer is always at the forefront of their hearts and minds. Design and innovation are inseparable―one simply does not exist without the other. We understand that intimately, which is why the daring collection of brands in this book has won almost 500 design awards since the inception of the function at PepsiCo. In the few years since these collaborations began hitting the market, we have driven groundbreaking marquee events across the globe. These projects and encounters boldly live at the intersection of personalized emotional experience and futuristic food and beverage innovation. Within these pages lies a five-year retrospective of our passion for innovation, each project representing our founding mission for human-centered design: a discipline in which magic, and the delightfully unexpected, drives the creative process. The world is changing radically, at an unprecedented pace that has completely shattered the rulebook for traditional design. Striking advancements in digital technology have produced consumers who are smarter and more demanding. They are also keenly aware that they have an infinite array of choices to meet their every need, which makes consumers uninterested in one-dimensional products. Rather, they seek holistic solutions, meaningful experiences and genuine stories. Beyond simply purchasing an object, today’s consumers want to be part of a bigger, broader story that radiates with authenticity. As a company more and more committed to fearless innovation, PepsiCo is at the forefront of this shift, employing design as a way to create unparalleled experiences: unforgettable and surprising moments layered with fun, happiness, convenience, emotion, safety, pleasure, nourishment and community. Brands are no longer the actors of a onedirectional monologue to consumers―those days are gone. Now they are the topic of an ongoing conversation amongst people online and offline, and brands simply cannot buy their way in. They need to earn the right to be part of that dialogue.
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At PepsiCo, each of our products and brands offer a curated story and deeply meaningful experience that not only considers the personal relationship between the consumer and the solution, but the story that a consumer’s relationship with the product tells the rest of the world. If our mission as designers is to build a better, happier, more sustainable world, then we have to focus on more than just creating physical objects. We have to value the meaning of the experience and commit to developing that meaning for every individual who interacts with one of our brands. And that’s why the world needs design more than ever.
MAURO PORCINI
SENIOR VICE PRESIDENT AND CHIEF DESIGN OFFICER PEPSICO
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OUR DESIGN CAPABILITY PLAYS AN INDISPENSABLE ROLE AS A GLOBAL GUARDIAN FOR OUR BRANDS’ IDENTITY, EQUITY AND SUCCESS WORLDWIDE.
WE EMBRACED DESIGN AS A CORE BUILDING BLOCK OF INNOVATION. BY CREATING A WORLDCLASS DESIGN FUNCTION AND STAFFING IT WITH THE BEST AND BRIGHTEST FROM AROUND THE GLOBE, WE HAVE BEGUN TO EMBED DESIGN EARLY IN THE INNOVATION PROCESS IN ORDER TO INFLUENCE PRODUCT, PACKAGING AND EXPERIENCE DEVELOPMENT IN ITS FORMATIVE STAGES.
RAMON LAGUARTA
INDRA NOOYI
CHAIRMAN AND CHIEF EXECUTIVE OFFICER PEPSICO
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FORMER CHAIRMAN AND CHIEF EXECUTIVE OFFICER PEPSICO
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BUBLY SPARKLING WATER BRAND LAUNCH 2018
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QUAKER OATS REBRAND 2018
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QUAKER MORNING GO-KIT 2018
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QUAKER SIMPLE & WHOLESOME ORGANIC WESA 2018
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140 YEARS OF QUAKER OATS 2017
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QUAKER MILLERS BATCH 2017
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LIFEWTR SERIES 1: PUBLIC ART LIFEWTR is a premium water brand that advances and showcases the sources of creation and creativity. The brand supports emerging artists in everything they do and provides a canvas for creators to unleash their creativity on a global scale. Each series focus on a unique aspect in art, with bottle designs rotating throughout the year. 2017
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LIFEWTR SERIES 2: WOMEN IN ART 2017
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LIFEWTR SERIES 3: EMERGING FASHION DESIGNERS 2017
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LIFEWTR SERIES 3: FASHION SHOW 2017
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PEPSI X IZZUE CHINA 2017
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PEPSI X STAR WARS
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PEPSI X SHFW S/S18 CHINA 2017
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PEPSI X SHFW A/W17 CHINA 2017
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SUPER BOWL LI
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EXPERIENCE
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LIFEWTR ART AFTER DARK 2017
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GATORADE GX GYM SUPER BOWL LI / NBA ALL-STAR GAME 2017
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PEPSI ZERO SUGAR HALFTIME SHOW CAMPAIGN 2017
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PEPSI ZERO SUGAR HALFTIME SHOW LIMITED EDITION CAN 2017
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HELLO GOODNESSTM MARKETPLACE 2017
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GATORADE X AIR JORDAN 2017
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G ENDURANCE ENERGY GEL 2017
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WE BELIEVE IN AND ARE COMMITTED TO DESIGN AS A CRITICAL ASSET DRIVING VALUE FOR PEPSICO’S FUTURE. HUGH F. JOHNSTON
VICE CHAIRMAN AND CHIEF FINANCIAL OFFICER PEPSICO
INCREASINGLY, DESIGN HAS BECOME THE INTEGRATOR, CONNECTOR, FACILITATOR AND CATALYST FOR PEPSICO’S MULTIDISCIPLINARY EFFORTS FOCUSED ON THE CONSUMER EXPERIENCE. IT HAS BECOME AN INTEGRAL AND INDISPENSABLE PART OF OUR BUSINESS STRATEGY AND IS IMPACTING ALL KEY GROWTH LEVERS AND BUSINESSES AROUND THE GLOBE. EUGENE WILLEMSEN
EXECUTIVE VICE PRESIDENT, GLOBAL CATEGORIES AND FRANCHISE MANAGEMENT PEPSICO
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IZZE GLOBAL LAUNCH 2017
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FIND YOUR TRIBE
Shifting attention back to real people and away from consumption groups.
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We are devoted advocates for a radical shift in design consciousness: innovation for tribes, not generic consumer targets. Tribes are real groups of individuals with shared interests and aspirational lifestyles. This is unquestionably the most genuine human design strategy, as it shifts attention back to authentic people and away from formulaic consumption groups. When it comes to misidentifying tribes, brands often make three primary mistakes. They’re generic, representing no distinct point of view or uniqueness. They become hyperstereotypical about genderbased assumptions, and they overprioritize on functional benefits, compromising a valuable emotional perspective for a dispassionate list of benefits. We see it all the time, especially in women’s brands, when designers lean into unfair stereotypes (not all women are spellbound by the color pink) and away from the individual’s actual desires and ideals. The options for modern-day consumers are endless, and brand loyalty doesn’t hold the cachet it once did. Now, if you don’t solve someone’s problem swiftly enough, another brand will. That’s just fact. 63
This is unquestionably the most genuine human design strategy, as it shifts attention back to authentic people and away from formulaic consumption groups.
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The only path to relevant innovation is focusing on a genuine tribe, your brand’s true kindred spirits. Discern what is most relevant to them and deliver directly to that tribe, allowing your design innovation to flow from marked specificity rather than patterns or projection. To identify your brand’s tribe, become a brilliant design detective. Scour insight tools, distinguish different clusters, identify the influencers and role models who inspire that community, study them and see who has staying power. Once you have ensured there is open space in the market for this tribe, allow emotion, energy and an unflappable point of view to drive your design, and watch the true connection unfold.
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PURE LEAF TEA HOUSE NEW YORK 2017
EXPERIENCE
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7UP LEMON LEMON PICNICS PARIS + NEW YORK
EXPERIENCE
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7UP LEMON LEMON PICNIC NEW YORK 2017
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7UP LEMON LEMON VISUAL IDENTITY SYSTEM 2017
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7UP LEMON LEMON EXPERIENTIAL PLAYBOOK 2017
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QUAKER PREMIUM CHINA 2017
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WALKERS SENSATIONS WESA 2017
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OFF THE EATEN PATH WESA 2017
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STACY’S “STANDS WITH YOU” CAMPAIGN Launched limited edition bags as a part of the Stacy’s Stands With You campaign focused on celebrating, supporting and advancing women. 2017
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CHEETOS KALAKETOS “DIA DE MUERTOS” LATAM 2017
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DESIGN’S KEY ROLE IN DEVELOPING PREMIUM, CORE AND VALUE BRAND EXPERIENCES ADDRESSES OPPORTUNITIES ACROSS OUR LATIN AMERICA AND EUROPE BUSINESS, MAKING THIS FUNCTION A KEY CONTRIBUTOR AND PARTNER.
THE PARTNERSHIP BETWEEN R&D AND DESIGN IS ACCELERATING OUR INNOVATION PROCESS COMPANY-WIDE AND IS HELPING TO CREATE THE NEXT GENERATION OF ICONIC PEPSICO PRODUCTS.
LAXMAN NARASIMHAN
DR. MEHMOOD KHAN
CHIEF EXECUTIVE OFFICER, LATIN AMERICA, EUROPE AND SUB-SAHARAN AFRICA PEPSICO
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VICE CHAIRMAN AND CHIEF SCIENTIFIC OFFICER, GLOBAL RESEARCH AND DEVELOPMENT PEPSICO
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BBLZ
HERSHEY PARK + SHANGHAI
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BBLZ HERSHEY PARK 2017
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BBLZ SHANGHAI DISNEY RESORT 2017
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SLEEK CANS Designed exclusively for the hotel/hospitality channel, these new premium sleek cans enable new usage occasions our core CSDs. 2017
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PEPSI HARMONY COOLER 2017
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PEPSI YEAR OF THE DOG CHINA 2017
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DESIGNERS LOVE PEOPLE And are their true advocates.
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We have the opportunity to imagine solutions and projects that are more sustainable from ecological, social, aesthetic and spiritual standards— handcrafting a cleaner, healthier, happier world for ourselves and future generations.
At PepsiCo, we’re not only obsessed with consumers and customer satisfaction. Because designers are a human-centered breed, we crave much more than “satisfaction”—we’re also madly in love with the people we design for. (That’s you.) Put this in the context of your personal life for a second. When you want to satisfy someone, you do what you can to fulfill their needs. But when you love somebody—your spouse, child, parents—you go above and beyond in trying to please and surprise them, entering the sacred field of the magical, extraordinary and memorable. That is the design thinker: a professional in love with people. Design thinkers express devotion through products and services created to provide the world with moments of unforgettable style, convenience, security, performance, joy, fun and passion. We get truly excited when we concoct something really cool that solves other people’s problems. By definition, we are advocates of people. It’s not just about consumption—the moments we craft are designed to live as experiences that radiate throughout our lives.
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In this new reality dominated by social media, smart objects and the global market, designers have unfettered potential to explore and express their profound love for humanity. Modernity’s unexpected windfall is actually a gift. We have the opportunity to imagine solutions and projects that are more sustainable from ecological, social, aesthetic and spiritual standards—handcrafting a cleaner, healthier, happier world for ourselves and future generations.
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UEFA CHAMPIONS LEAGUE FINAL CARDIFF 2017
EXPERIENCE
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PEPCITY Hospitality lounge UCL Final Cardif. 2017
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CHAMPIONS VILLAGE 2017
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LAY’S FLAVOR EXPERIENCE 2017
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GATORADE GX 2017
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BRISK REDESIGN 2017
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MAKER OVERNIGHT OATS 2017
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IMAG!NE 2017
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LAY’S “UNPACK THE FLAVOR” CAMPAIGN 2017
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THE POWER OF EMPATHY Why the strongest design teams are rooted in love, respect and curiosity.
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Your creative team has nothing if it is not founded in empathy. A brand can curate the most innovative, groundbreaking designers in the world, but if they are trapped in a space that is, at its heart, unempathetic, you will never fully extract the inner spark that made them so valuable in the first place.
When empathy prevails, designers are more comfortable excavating that space, exploring the cutting edge and the avant-garde. They find boldness in the way they share and accept each other’s ideas. They see that courage can change the world. 125
That is the fundamental truth of any thriving team of innovators: You must have radical empathy and love for one another. If you want to inspire someone to push past their creative limits, to think boundlessly and imagine beyond what is possible, it is imperative that their environment nurtures those impulses rather than inhibits them. For our work, cultural empathy is a nonnegotiable— it is the synergy that drives our every interaction. PepsiCo’s designers express deep empathy for one another, which inspires a confidence to explore and express opinions without fear of retaliation. We have an unwavering belief that dialogue can solve every problem, and the result is that people speak transparently and honestly. 126
Nothing remains hidden in the shadows or shut away by insecurity. Some of our most revolutionary ideas lurk in those dark, scary spaces! When empathy prevails, designers are more comfortable excavating that space, exploring the cutting edge and the avantgarde. They find boldness in the way they share and accept each other’s ideas. They see that courage can change the world. Above all, a devotion to diversity is unassailable. Love diversity, nurture your team through diversity and never be afraid of diversity. Be curious and hungry—always demand the new, different, exciting and unusual. And never underestimate the power of good vibes.
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PEPSICO MIX IT UP MILAN DESIGN WEEK 2017
EXPERIENCE
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PURE LEAF X LUCA NICHETTO 2017
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LIFEWTR X STUDIO JOB 2017
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7UP LEMON LEMON X PATRICIA URQUIOLA 2017
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HELLO GOODNESSTM X FABIO NOVEMBRE 2017
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ALVALLE X CHEF DAVIDE OLDANI 2017
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PEPSI SPIRE 2017
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LAY’S CHIPERIE 2017
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A LOOK INTO THE FUTURE 2017
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PEPSI X PEACEBIRD CHINA 2017
LIFESTYLE
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PEPSI X LALABOBO
CHINA 2017
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MTN DEW X FILA CHINA 2017
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ANYA HINDMARCH X 7UP LICENSING
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PEPSI X ROLEX MTN DEW X FILA
LICENSING CHINA 2017
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7UP X MOLESKINE CHINA 2017
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7UP X SMEG CHINA 2017
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7UP X ONLY
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PEPSI X FILA CHINA 2017
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MTN DEW 2016
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PEPSIMOJI X JEREMY SCOTT 2016
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PEPSI X PEACEBIRD CHINA 2016
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PEPSI X FILA
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OFFLINE COMES ONLINE Your offline relevancy is your online content.
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In the recent past, if you wanted to create a winning advertising campaign, you would hire a stellar marketing team and a great agency that would divine a compelling TV ad. For a very long time this model went unquestioned—the brand was the primary actor, the consumer the recipient, and television the main channel. Advertising, period. The new digital landscape has completely destabilized this model. There are now unprecedented opportunities for radical forays in advertising—but the crux of the content has drastically changed. Brands are losing their role as lead actor, no longer able to purchase the right to be part of the conversation. Modern advertising relies on the relevancy of and interest in your brand, because of that content? It’s being generated by the consumer. To be relevant online, you must be relevant offline. The confluence of these two worlds has established an inextricable dialogue between the brand and the consumer. The direct implication is that it’s fundamental to understand—as quickly as possible— the consumer’s needs and wants in order to create not just products or objects, but entire ecosystems
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Modern advertising relies on the relevancy of and interest in your brand, because of that content? It’s being generated by the consumer. To be relevant online, you must be relevant offline.
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of authentic meaning and coherent and relevant stories to be accessed through physical experiences and shared in digital conversations. Every touchpoint of the brand becomes potential content: limitededition packaging, an innovative product configuration, an unexpected experience in a restaurant or in retail, a memorable activation at a concert or at a sport event, a beautiful collaboration in the world of fashion. If you engage people effectively, they will pay you back by taking out their phones and magically transforming that moment into user-generated content. An individual’s use of their personal channels to share what and how they are consuming something has created a miraculous moment in branding, whereby their documentation becomes a virtually cashless exchange of free advertising. And none of it works if, as a brand, you are not creating something meaningful, relevant and worth documenting. Your offline products and experiences are your online content. These new technological tools exponentially magnify a brand’s reach, for light-speed potential in advertising that has rendered a 30-second TV spot museum-worthy. And that’s why the design, ideation and art direction of your brand’s offline experiences are more important than ever. 169
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LAY’S LIFESTYLE PHOTOGRAPHY 2016
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OUR DESIGN FUNCTION IS HELPING PEPSICO EVOLVE TOWARD A MORE PEOPLECENTRIC CULTURE WHILE ALSO DRIVING AN UNDERSTANDING OF THE IMPORTANCE OF OUR BRANDS’ CULTURAL RELEVANCE. RUTH FATTORI
EXECUTIVE VICE PRESIDENT AND CHIEF HUMAN RESOURCES OFFICER PEPSICO
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PEPSIMOJI GLOBAL CAMPAIGN
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PEPSIMOJI INFLUENCER KIT 2016
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UNIQUE GLOBAL PEPSIMOJIS
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VISUAL REMIX The merging of digital and physical.
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This new visual language has drastically changed the role of the designer, requiring them to intimately understand people’s current and future needs, while folding this new visual language into meaningful and significant solutions for real-world issues. The digital and physical worlds have converged and merged, creating a world amplified by technology. And the most surprising thing is how incredibly routine this has all become. It couldn’t even have existed a few years ago, yet the evolution of our visual and linguistic cues is moving at the speed of light, faster than we’re able to consciously rationalize, while penetrating every aspect of our lives. We live in this metamorphosis in the way we buy things, communicate, eat, work, and in our 183
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extraordinary adaptability to change, wherein today’s novelty becomes tomorrow’s routine. This new visual language has drastically changed the role of the designer, requiring them to intimately understand people’s current and future needs, while folding this new visual language into meaningful and significant solutions for real-world issues. Historically, celebrated design has based itself around the chimera of cultural inaccessibility. Now instead, modern design is increasingly democratized, as design thinkers and innovators explore the scale of the brave new world, while tearing down linguistic elitism and replacing it with language you can understand in a snap.
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1893 Brings together premium ingredients and more than 100 years of cola-making expertise to present a great-tasting fusion of the past and present. 2016
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KOLA HOUSE Set in New York City’s Meatpacking District, it is a first-of-its-kind hospitality venture, incorporating experimental kola bar, restaurant, lounge and event space. 2016
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PEPSICO MIX IT UP MILAN DESIGN WEEK 2016
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BBLZ BAR (FORMERLY KNOWN AS F!ZZ) 2016
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PEPSI PERFECT
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LAY’S YEAR OF THE MONKEY PHOTO BOOTH 2016
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DRINKFINITY 2016
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PEPSI X GARAGE ITALIA CUSTOMS
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PEPSIMOJI 2016
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SPIRE X BENJAMIN HUBERT 2016
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PEPSI PRESTIGE BOTTLE 2016
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PEPSI PRESTIGE BOTTLE ACCESSORIES X KARIM RASHID 2016
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LAY’S SMILE CAMPAIGN 2.0 CHINA 2016
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PEPSI X SHFW S/S17 CHINA 2016
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PEPSI X SHFW A/W16 CHINA 2016
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MTN DEW LABEL SERIES 2016
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PEPSI X SHANGHAI DISNEY RESORT CHINA 2016
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MTN DEW GLOBAL VISUAL IDENTITY SYSTEM 2016
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SUPER BOWL 50 2016
EXPERIENCE
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BBLZ (FORMERLY KNOWN AS F!ZZ) AT NFLX 2016
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TOSTITOS CANTINA 2016
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PEPSI FAN DECK LEVI’S STADIUM 2016
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PEPCITY Hospitality lounge Super Bowl 50. 2016
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STUBBORN SODA Introduces a unique and contemporary take on traditional craft flavors. 2016
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STUBBORN FOUNTAIN The fountain equipment provides a new carbonated soft drink experience by creating a tap-like “pouring ritual” and an opportunity to engage consumers at multiple levels. 2016
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DRINKFINITY A new personal and portable hydration system consisting of flavored pods that are inserted into the top of a reusable bottle. 2016
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HELLO GOODNESS™ Vending initiative that offers diverse selection of good- and better-for-you food and beverage products on-the-go. 2016
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HELLO GOODNESS™ HARMONY COOLER 2016
HELLO GOODNESS™ SELECT VENDING CONCEPT 2016
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GATORADE GX 2016
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GATORADE FUEL LAB 2016
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PEPSICO NSPIRETM NspireTM mobile innovation kitchen showcases unique beverages and culinary recipes at key events around the country. 2015
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CRAFTING INNOVATION: THE QUALITIES OF A NATURAL DESIGN THINKER Empathy, intuition, and that magical spark…why innovation is far more than just a process. 249
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Many people mistakenly refer to design innovation as a “process.” A prescribed series of steps, each one unlocking a mysterious gate that will solve all of a brand’s problems and produce unequivocally innovative design. But process is just a tool—it should never be mistaken for the thinking behind that tool. It’s like assuming the paintbrush whipped up Picasso’s blue period, or screen-printing spun Warhol into pop stardom. What really drives innovation is not the process, but the minds, hearts and souls of the individuals bringing that process to life. Innovation, at its core, is about people. And the natural design thinker embodies a dynamic and necessary set of qualities that are rare, special and the true drivers of showstopping innovation. Innovative design thinkers are visionary and practical, connecting emotionally to humans in a way that truly allows them to envision creative solutions to their problems. They possess that vision because they are humancentered, driven by a deep love and unfailing 251
What really drives innovation is not the process, but the minds, hearts and souls of the individuals bringing that process to life.
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respect for people. Their dialectical minds allow them to jump freely between worlds, living comfortably in the conflict between rationality and soul, feasible and unfeasible. They accept and welcome mistakes because risk is a nonnegotiable. Nor is it something to fear. And they balance it all with extraordinary elegance, developing coveted solutions that expertly solve a need or want in the simplest way. These epic storytellers craft their designs by deftly applying design filters, which frame a potential design through a balanced mix of emotional and functional considerations. And finally, a true design thinker never runs away from the magic of intuition. The mysterious sparkle of an idea is intoxicating to them, and they will always fight to defend its value.
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POP VISUAL IDENTITY SYSTEM 2015
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POP VISUAL IDENTITY SYSTEM SOLAR CART 2015
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PEPSICO MIX IT UP MILAN DESIGN WEEK 2015
EXPERIENCE
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PEPSI SPIRE 2.0 Experience spaces created in collaboration with Stefano Giovannoni and Fabio Novembre. 2015
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PEPSI CHALLENGE Cans designed by Nicola Formichetti, Pepsi Challenge design ambassador. 2015
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PEPSI VOGUE ITALIA “THE PULSE OF NEW TALENT”
PANEL DISCUSSION 2015
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YEAR OF THE MONKEY Pepsi limited edition can packaging. CHINA 2015
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PEPSI LIMITED EDITION CAN CHINA 2015
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THROUGHOUT ASIA, THE POWER OF DESIGN TO STRENGTHEN AND EVOLVE OUR CORE BRANDS WHILE CREATING NEW VALUES AND OPPORTUNITIES IN DEVELOPING MARKETS IS A KEY DIFFERENTIATOR FOR PEPSICO. AND DESIGN IS A TRUE BUSINESS PARTNER! MIKE SPANOS
CHIEF EXECUTIVE OFFICER, ASIA, MIDDLE EAST AND NORTH AFRICA PEPSICO
IN OUR HYPERCONNECTED, TECHNOLOGYDRIVEN WORLD, DESIGN IS ONE OF PEPSICO’S KEY COMPETITIVE ADVANTAGES-FAST AND EFFICIENT WITH A LASER FOCUS ON RELEVANCE FOR PEOPLE. ALBERT P. CAREY
CHIEF EXECUTIVE OFFICER, NORTH AMERICA PEPSICO
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7UP LIMITED EDITION VINTAGE ART CAN SERIES 2015
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BRISK MATÉ PACKAGING 2015
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AQUAFINA REDESIGN 2015
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PROPEL 2015
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PEPSI PERFECT A space-age inspired limited edition bottle and campaign celebrating a hit movie from 1989. 2015
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PEPSI PERFECT PACKAGING 2015
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PEPSI PERFECT INFLUENCER KIT 2015
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MTN DEW RUSSELL WESTBROOK LIMITED EDITION CANS
Collaboration with artist Naturel. 2015
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PEPSI X SHANGHAI FASHION WEEK Collaboration with local designers. 2015
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LAY’S LIMITED EDITION PACKAGING Collaboration with illustrator Malika Favre. 2015
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PEPSI CHALLENGE CAMPAIGN CHINA 2015
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PEPSI PRESTIGE BOTTLE 2015
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700+ AWARDS AND COUNTING PepsiCo’s vigorous commitment to innovation draws global accolades from the world’s most prestigious design, business and innovation organizations.
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PepsiCo’s devotion to innovation has not gone unnoticed by the global design community, which has bestowed upon our dynamic collection of brands 700+ design awards for groundbreaking products and campaigns. In 2018 alone, we were granted 200+ international honors for our contributions to the world of design, including four prestigious Pentawards for 7UP Lemon Lemon, Pepsi Year of the Dog LTO Cans, Quaker’s 140th Anniversary Mailer, and Walkers Sensations. Our collaborative, bold and playful re-envisioning of classic PepsiCo beverages, such as Pepsi Big Bold Blue, Pepsi True, 7Up Limited Edition Vintage Cans and the Pepsi Challenge China Collection garnered dozens of renowned brand design awards, while innovative new products like Aquafina Flavorsplash, LIFEWTR and F!ZZ: Grab Life by the Bubbles! received accolades across the world of innovation for their imaginative twists on traditional beverage design. But it’s not just our products that have made a resounding impact. PepsiCo has long believed that innovation begins with an investment in quality 297
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individuals and ethical practices that strive to make the world a better place. Which is why our devotion to sustainability, diversity and responsible business practices has garnered impressive honors, identifying us as global leaders in our commitments to sustainable packaging, reduced carbon emissions, corporate responsibility, and a dedication to equality for people of color, women and LGTBQ populations.
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PEPSI METLIFE STADIUM SUPER BOWL XLVIII 2014
EXPERIENCE
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PEPSI METLIFE STADIUM LARGE-SCALE GRAPHICS DISPLAY 2014
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PEPSI BIG BLUE HALFTIME ANIMATION 2014
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CALEB’S KOLA A unique craft soda with quality ingredients and its name inspired by Caleb Bradham, the original inventor of Pepsi-Cola. 2014
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CALEB’S KOLA BRAND ECOSYSTEM 2014
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PEPSI VOGUE ITALIA “THE PULSE OF NEW TALENT” DUBAI 2014
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PEPSI LIVE FOR NOW: CAPSULE COLLECTION 2014
LICENSING
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PEPSI SPIRE FAMILY Including fountains, cooler and vending machine. 2013
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SPIRE USER INTERFACE 2013
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7UP VISUAL IDENTITY SYSTEM 2013
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DORITOS “FOR THE BOLD” VISUAL SYSTEM 2013
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PEPSI BIG BOLD BLUE VISUAL IDENTITY SYSTEM 2012
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PEPSI GLASS BOTTLE 2012
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PEPSI GLASS TUMBLER 2012
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PEPSI BIG BOLD BLUE GLOBAL ROLLOUT 2012
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