How design is helping PepsiCo win the marketing war
Stephen WhitesideWarc
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...