Pepsi Co Design and Innovation was awarded the honorary title "Red Dot: Agency of the Year 2024"

The award underscores Pepsi Co's relentless pursuit to create emotional experiences that perfectly embody the company's mission: "Create more joy with every sip and every bite!"

Pepsi Co Design and Innovation is the in-house creative department of Pepsi Co. It contributes significantly to the branding of these brands with its claim to always create innovative, human-centered design. In addition to numerous Red Dot Design Awards over the years, the company was the first US company in the food industry to receive the title "Red Dot: Client of the Year" in 2014.

A decade of innovation and human-centered design

Since Mauro Porcini, Pepsi Co's first Chief Design Officer, joined the company in 2012, he has played a key role in shaping its design strategy. He focuses primarily on empathy and creativity: "By integrating design thinking and a human-centered perspective into the innovation process of all global functions, we create real added value."

Central to Pepsi Co's design philosophy is understanding human needs and developing solutions that are both functional and emotionally appealing. For Pepsi Co Design and Innovation, focusing on people is more than a trend - it is central to their overall innovation strategy. "Pepsi Co Design and Innovation offers the opportunity to unleash the infinite potential of design and humanity not only at Pepsi Co, but worldwide," explains Porcini. As such, the company's design initiatives go beyond mere aesthetics: they are closely aligned with its overarching vision of sustainability and social responsibility.

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

"With the title 'Red Dot: Agency of the Year 2024', we recognize the consistently outstanding design quality of Pepsi Co Design and Innovation. The team's strategic design approach combines empathy, sustainability and innovation in a remarkable way and is based on an in-depth understanding of consumer needs. In particular, the title recognizes Pepsi Co's coherent brand communication, which impressively strengthens the awareness of all Group brands as well as customer loyalty. We congratulate the entire team on this exceptional achievement."

Look into the future

PepsiCo Design and Innovation remains committed to pushing boundaries and fostering a culture of creativity and empathy. As Red Dot: Agency of the Year 2024, PepsiCo Design and Innovation sets the standard for the role of design in shaping the future of brands, products and experiences. In doing so, the team reaffirms PepsiCo's ongoing commitment to making a positive impact on people and the planet.

The Red Dot Design Award is one of the most prestigious design competitions in the world. Participants can enter products, brands and communication projects as well as prototypes and design concepts in three disciplines. For each award, a jury meets annually to assess the submissions individually and then decide on the awards.