PepsiCo says that the award is a testament to its 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 says that its in-house creative force, PepsiCo Design and Innovation, contributes to its 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 of Red Dot Client of the Year in 2014, becoming the first company in the United States from the food industry to achieve this honour, says the company.

A Decade of Innovation and Human-Centred 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 says, "Embedding design thinking and human centricity into the innovation process across all global functions — this is how we drive real value."

PepsiCo Design and Innovation Team

PepsiCo adds that its design philosophy focuses on understanding people's needs and crafting solutions that resonate both functionally and emotionally. For PepsiCo Design and Innovation, human centricity is more than just a trend; it's a fundamental mindset that guides their innovation efforts.

"I see PepsiCo Design and Innovation as an opportunity to share the infinite potential of design and humanity both with PepsiCo and the world," Porcini says.

The company's design initiatives go beyond aesthetics. They also align closely with the organisation's broader vision of sustainability and social responsibility, adds Porcini.

Congratulations from Professor Dr Peter Zec, Founder and CEO of Red Dot

"With the title Red Dot: Agency of the Year 2024, we honour PepsiCo Design and Innovation for their consistently outstanding design quality. Their strategic design approach consistently places empathy, sustainability and innovation at the centre, based on a deep understanding of consumer needs," says Professor Dr Peter Zec, Founder and CEO of Red Dot. 

"The title particularly recognises PepsiCo's coherent brand messaging, which increases the visibility of all corporate brands and impressively strengthens customer loyalty. We congratulate the entire PepsiCo Design and Innovation team on this exceptional achievement," adds Zec.

The Path Ahead

PepsiCo Design and Innovation says that as it looks to the future, it remains committed to pushing boundaries and nurturing a culture of creativity and empathy. 

As Red Dot: Agency of the Year 2024, PepsiCo Design and Innovation concludes that it sets a high standard for the role of design in shaping the future of brands, products and experiences and reinforces the company's ongoing dedication to making a positive impact on people and the planet.

For more information, visit www.design.pepsico.com. You can also follow PepsiCo on Facebook, LinkedIn, X, or on Instagram. 

*Image courtesy of contributor