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

PepsiCo’s 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. And the company’s design initiatives go beyond aesthetics. They also align closely with the organisation’s broader vision of sustainability and social responsibility.
 

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

“With the title ‘Red Dot: Agency of the Year 2024’, we honor PepsiCo Design and Innovation for their consistently outstanding design quality. Their strategic design approach consistently places empathy, sustainability, and innovation at the center, based on a deep understanding of consumer needs. 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.”
 

The path ahead

As PepsiCo Design and Innovation 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 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.
 

Red Dot: Agency of the Year – Hall of Fame

The most visionary and influential agencies have been awarded honorary title Red Dot: Agency of the Year for their lasting contributions to the world of design, innovation, and creativity. They have set the standard for excellence and continue to inspire the global design community:

2024 PepsiCo Design and Innovation
2023 CLEVER°FRANKE
2022 MetaDesign
2021 denkwerk
2020 Interbrand
2019 KW43 Branddesign by Grey Germany
2018 Banda Agency
2017 thjnk
2016 Serviceplan
2015 Leo Burnett Deutschland
2014 Scholz & Friends
2013 MUTABOR
2012 601BISANG
2011 Beetroot
2010 BBDO
2009 KMS TEAM
2008 Strichpunkt

The Red Dot Design Award is one of the most prestigious design competitions worldwide. Participants can submit entries in three disciplines: products, brands and communication projects, as well as prototypes and design concepts. Each year, a jury convenes for each award category to individually assess the submissions and subsequently decide on the awarding of distinctions.

The Red Dot Design Award has a nearly 70-year history: in 1955, a jury convened for the first time to evaluate the best designs of that era. In the 1990s, Red Dot CEO Professor Dr. Peter Zec developed the name and brand of the award.