How design is helping PepsiCo win the marketing war

Stephen Whiteside

Last year, a redesigned Pepsi bottle hit store shelves for the first time in more than 15 years, a move soon followed up with modifications to the brand's trucks, coolers and in-store marketing materials.

This initiative hinted at the impact made by Mauro Porcini, formerly of the famously-innovative conglomerate 3M, who was named as PepsiCo's first chief design officer in mid-2012. In further evidence of the importance being placed on this area, Moira Cullen – who had previously worked at The Hershey Company and Coca-Cola – was recruited as its svp/global beverage design in April 2013.

Having previously led efforts to create a "visual identity system" at Coca-Cola, Cullen's current role is based around bringing an even greater level of cohesion to the trademark Pepsi brand. "We're starting to build language to reframe perceptions," she told delegates at Marketing to the Omni-Channel Shopper: EAST 2014, a conference organised by the Brand Activation Association (BAA).