Packaging

PepsiCo Design and Innovation is Red Dot: Agency of the Year 2024

Wednesday 16. October 2024 - PepsiCo Design and Innovation has been awarded the honorary title Red Dot: Agency of the Year 2024. The title recognises agencies that consistently demonstrate innovative thinking, creativity, and a strong commitment to excellence in design.

It is a testament to PepsiCo’s unwavering dedication to crafting experiences that resonate with people on a deeper level, perfectly aligning with PepsiCo’s mission to “create more smiles with every sip and bite”.
PepsiCo is a global leader whose brands are enjoyed over a billion times each day in more than 200 countries. Iconic products such as Lay’s, Doritos, Cheetos, Gatorade, and Pepsi embody joy and pleasure.
PepsiCo Design and Innovation, PepsiCo’s in-house creative force, contributes to these brands with a relentless pursuit of innovative, human-centric design. Among winning numerous distinctions in the Red Dot Design Award over the years, the company was additionally awarded the title “Red Dot: Client of the Year” in 2014, becoming the first US company from the food industry to achieve this honour.
A decade of innovation and human-centered design
Mauro Porcini, PepsiCo’s first Chief Design Officer, who joined the company in 2012, has been instrumental in shaping the company’s design journey over the past decade. He emphasises the importance of empathy and creativity in their approach: “Embedding design thinking and human centricity into the innovation process across all global functions – this is how we drive real value.”o