Red Dot: Agency of the Year 2024

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.

“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.”