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PEPSICO DESIGN AND INNOVATION

| Volume 4

| 2017

PEPSICO

DESIGN AND INNOVATION Volume 4

2017

Introduction LIFEWTR Design Thinking Tools Spire Crew Serve Stacy's Women's "Stand" Bags Frito-Lay Fixture For Target Retail Activation Fixture For Quaker Alvalle Pepsi Zero Sugar Baked KFC Colonel's Beverage Platform Hello Goodness Vending Hello Goodness Coolers Pepstart Miss Vickie's Izze Global Launch Maker Overnight Oats Pure Leaf Tea House New York Imagine The Might Lemon NFL Tostitos Teams 7UP Lemon Lemon 7UP Lemon Lemon Experiential Playbook 7UP Lemon Lemon Picnics Prism Pack Concept Walkers Sensations Off The Eaten Path - WESA Pop Works Tostitos Walkers Max Strong Copella 4 Valve Variety Urn Pure Leaf Redesign Quaker Overnight Oats E-Commerce Hello Snacks Box/Collateral 7UP Future Proofing Doritos HeatWave Doritos Macrosnacks Doritos Breathalyzer Bag Hello Goodness Snacks Premium Hospitality Sleek Cans Near East ARC Lay's Streats Of the World Gatorade Kenny Family of RTD Bottles Gatorade Flow

94 Gatorade Whey Protein Bar 95 Gatorade Sports Fuel 98 Gatorade Air Jordan Collaboration 102 G Active: Product, Visual Identity and TVC 104 GFC: Product, Visual Identity and TVC 106 5VS5 Tournament: Visual Identity and GX Integration 108 Stacy's Pita Thins 109 Legacy Fountain "Elevate" 110 Tropicana Essentials 111 Off The Eaten Path - FLNA 112 Subway Future Re:Fresh 114 Premium Lemonade Dispenser 116 Pepsi Halftime x Lady Gaga 118 Pepcity 2017 122 Hello Goodness Marketpalce 124 LIFEWTR Art After Dark 128 1893 Speakeasy 129 LIFEWTR Outdoor 130 NSPIRE - Game Day Fan Plaza 132 Tostitos Cantina 134 Pepsi Retail Program 136 Pepsi Zero Sugar 138 Gatorade GX Gym 142 NAW 144 BBLz Hershey Park 148 Global Franchise Forum 152 AFH E-Commerce Portal 154 Lay's Stax 155 Doritos Storm 156 VR Behavioral Testing & Calibration 157 Leaf Craft 158 Quaker Light Snacks 159 Harmony Cooler 160 Lay's Flavor Activation 162 Food Design 164 Pepsi x SHFW A/W17 166 Lay's Sakura 168 Pepsi x SHFW S/S18 170 Lay's Tmall 11.11 Campaign 172 Lay's Summer Campaign 174 Pepsi Moments 176 Pepsi Year Of The Dog 177 Lay's Deep Ridge 178 BBLz Shanghai Disney Resort 180 Pepsi x Izzue

181 Pepsi x Star Wars 182 Pepsi Tmall 11.11 Campaign 184 7UP x SMEG 186 Pepsi x Alexander Wang 190 7UP x Moleskine 192 Quaker Premium 194 Healthy Barista Concept 196 Women are not Robots 198 Mix It Up 2017 200 Hello Goodness 202 Hello Goodness Animation 204 Pepsi / Bar of Memories 206 LIFEWTR 208 Pure Leaf 210 7UP Lemon Lemon 214 Pepsi Spire 216 Drinkfinity 218 Gatorade GX 220 Alvalle 222 Lay's Chiperie 226 A Look Into The Future 228 Mix It Up Round Table 230 Pepsi Generations 234 Female Founders Tribe 236 Hello Goodness Micromarket 238 Reframing Plant Nutrition 239 Drive Me Energy Drink 240 Hrusteam 242 J7 Juice - Whole Fruits 243 J7 Juice - Breakfast 244 UEFA Champions League Final 250 Pepsi Max at Champions Festival 256 DJ Aoki at Champions Festival 258 Pepcity 2017 262 Champions Village 268 Opening Ceremony 270 Quaker Simply Granola & Multigrain Flakes 272 Aquafina 276 Mafer Mixes 277 Cheetos Poff Corn 278 Cheetos Kalaketos "Dia De Muertos" 280 Cheetos Colmillos 282 Cheetos "Where Is Chester?" 284 Cheetos Disney "Coco" Promo 285 Cheetos Paws 286 Brisk Redesign

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

CONTENTS

Visit our website at design.pepsico.com

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For our third annual PepsiCo Mix It Up at Milan Design

create products, brands and experiences that meet

Week—the platform that we leverage to engage

consumer needs, market demands and demonstrate

customers, consumers, media and influencers in new

our company’s commitment to design led thinking as

and unexpected ways—our team explored present

a catalyst for success. This year, PepsiCo launched

innovations, envisioned the future of food and beverage,

category-disrupting products in which design has

and celebrated PepsiCo’s past. The exhibit and innovation

played a key role in the identification of the opportunity,

incubator featured collaborations with top design minds,

ideation and development phases, all the way through

reaching over 35,000 live visitors as well as an extensive

to execution in market.

online audience. For the UEFA Champion’s League Final,

In beverage, LIFEWTR is advancing and showcasing the sources of creation and creativity, serving as a platform for emerging and developing artists to be seen and discovered on a broad scale. Lemon Lemon created a new global brand and sparkling lemonade with just 70 calories per serving and a visual language that combines

we designed a PepsiCo experience in Cardiff that aligned campaigns, drove the overall hospitality strategy, and cohesively executed branding on venue concepts. Rising to the challenge, we united five tiers of guests over the course of four events with three brands in two days for an unforgettable experience.

the appeal of the vintage world of nostalgic lemonade

In equipment innovations, we focused on further

with whimsical and modern design elements. The launch

expanding the Hello Goodness platform with new

of both brands came complete with immersive, fun and

implementations such as with the PepsiCo Global Cooler,

unforgettable real-world activations.

which elevates our brands and product portfolio with

Our brands were at the forefront of global marquis events in 2017. PepsiCo’s presence at the Big Game was bigger and better than ever. The design team created a Pepsi Zero Sugar Super Bowl LI Halftime Show

INTRODUCTION

PepsiCo Design & Innovation continues to ideate and

its dynamic and uplifting design language. The sleek, thoughtfully designed frame of this commercial cooler ensures that consumers focus on the good-for-you contents inside.

Commemorative Can completed with hand-tooled line

Our commitment to excellence remains stronger than

art featuring aspects of Texas culture, music and football

ever, with the total number of awards won crossing over

that became a Houston-wide activation. LIFEWTR also

400. The projects mentioned here and many others

launched at the Big Game, complete with stunning brand

brought meaningful, memorable interactions to both

activations – from larger-than-life bottles featuring the

customers and consumers in 2017, and strengthened

work of Series 1 artists positioned throughout downtown

our position as leaders at the forefront of design and

to an influencer dinner created in partnership with

innovation who are shaping culture.

fashion’s favorite magazine. The biggest activation was LIFEWTR Art After Dark, a music-led, multi-layered visual experience that immersed consumers in a unique combination of art gallery-meets-concert.

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

LIFEWTR 4

LIFEWTR SERIES 1

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

LIFEWTR SERIES 2

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

LIFEWTR SERIES 3

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

SPIRE CREW SERVE

DESIGN THINKING TOOLS 16

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

STACY'S WOMEN'S "STAND" BAGS 18

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

RETAIL ACTIVATION FIXTURE FOR QUAKER

FRITO-LAY FIXTURE FOR TARGET 20

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

ALVALLE 22

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

PEPSI ZERO SUGAR 24

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

KFC COLONEL'S BEVERAGE PLATFORM

BAKED 26

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

HELLO GOODNESS COOLERS

HELLO GOODNESS VENDING 28

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

MISS VICKIE'S

PEPSTART 30

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

IZZE GLOBAL LAUNCH 32

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

MAKER OVERNIGHT OATS 42

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

PURE LEAF TEA HOUSE NEW YORK 44

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

THE MIGHTY LEMON

IMAGINE 48

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

NFL TOSTITOS TEAMS 50

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

7UP LEMON LEMON 52

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

7UP LEMON LEMON EXPERIENTIAL PLAYBOOK

EXPERIENTIAL PLAYBOOK

ACTIVATION TIERS | SAMPLING GUIDANCE

THE PERFECT SERVE

This section gives an outline of the variety of ways to serve Lemon Lemon in a sampling program. We recommend sampling the core brand flavor at brand launch to drive forward a single-minded brand experience. Other flavors may be sampled at a later date once the core brand is established. Although there are different serves there are two constants across all options: — Always serve Lemon Lemon ice-cold

01 FULL SIZE CANS

02 CUPS WITH ICE AND LEMON

03 MASON JARS

04 COCKTAILS

— Always serve with two straws to reinforce an element of playful sharing

- The simplest option

- Lower cost but takes more time & work

- Enhances product pour experience beyond paper cups

- Best suited to longest dwell time

- Suggests more dwell time

- Quirky glassware is on brand and evokes nostalgic picnic vibe

In each of the tiers that follows we make a recommendation for the best way to serve it, based on investment and time parameters.

- Easy on-the-go consumption - Product experience matches retail SERVE Ice cold can banded with two straws.

- Playful, on-the-go consumption SERVE In a branded paper cup with two blocks of ice, a lemon slice on the side and two straws.

SERVE A chilled branded mason jar. Serve with a slice of lemon on the side and two straws.

- The perfect picnic cocktail enhances the Lemon Lemon tasting experience with playful lemony flavors SERVE Muddle crushed ice and mint and pour over Lemon Lemon. Serve with a slice of lemon on the side and two straws.

7UP LEMON LEMON EXPERIENTIAL PLAYBOOK

ACTIVATION TIERS | PICNIC CART

PICNIC CART EXPERIENCE

The Picnic Cart experience is the entrylevel mobile sampling program. Inspired by the famous lemonade stands of the 1930s, combined with our activation platform of ‘Make Life a Picnic’, our picnic cart gives markets a mobile sampling solution with a unique, quirky style.

UNPACKING THE PICNIC CART The following pages explore the activation in more detail, including: - THE CART - WHERE TO ACTIVATE - SAMPLING RECOMMENDATIONS

7UP LEMON LEMON EXPERIENTIAL PLAYBOOK

ACTIVATION TIERS | TIER 03 OVERVIEW

MAKE LIFE A PICNIC IMMERSIVE EVENT

Tier Three is the highest investment option for a branded sampling program. In this scenario, Lemon Lemon would host a multi-day event with a strong focus around brand programming that might include: — Live music — Evening cinema — A pop-up picnic event The aim would be to create a destination event that encourages a long dwell time (up to a full day). Elements from Tier Two could be incorporated into this tier, though the focus would be on creating bespoke, branded units from which sampling and brand programming could be undertaken.

7UP LEMON LEMON EXPERIENTIAL PLAYBOOK

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

7UP LEMON LEMON PICNICS 56

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

PRISM PACK CONCEPT 62

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

WALKERS SENSATIONS

WESA DESIGN AND INNOVATION TEAM 64

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

OFF THE EATEN PATH

WESA DESIGN AND INNOVATION TEAM 66

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

POP WORKS

WESA DESIGN AND INNOVATION TEAM 68

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

WALKERS MAX STRONG

WESA DESIGN AND INNOVATION TEAM

TOSTITOS

WESA DESIGN AND INNOVATION TEAM 70

4 VALVE VARIETY URN

COPELLA

WESA DESIGN AND INNOVATION TEAM 72

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

PURE LEAF REDESIGN 74

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

E-COMM HELLO SNACKS BOX/COLLATERAL

QUAKER OVERNIGHT OATS 78

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

7UP FUTURE PROOFING 80

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

DORITOS MACROSNACKS

DORITOS HEATWAVE 82

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

HELLO GOODNESS SNACKS

DORITOS BREATHALYZER BAG 84

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

NEAR EAST

PREMIUM HOSPITALITY SLEEK CANS 86

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

ARC 88

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

LAY'S STREATS OF THE WORLD 90

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

GATORADE FLOW

NEW FLAVORS 2018

GATORADE KENNY FAMILY OF RTD BOTTLES 92

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

GATORADE SPORTS FUEL

SALES KIT

GATORADE WHEY PROTEIN BAR 94

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GATORADE AIR JORDAN COLLABORATION 98

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G ACTIVE: PRODUCT, VISUAL IDENTITY AND TVC 102

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GFC: PRODUCT, VISUAL IDENTITY AND TVC 104

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5VS5 TOURNAMENT: VISUAL IDENTITY AND GX INTEGRATION 106

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LEGACY FOUNTAIN "ELEVATE"

STACY'S PITA THINS 108

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OFF THE EATEN PATH

TROPICANA ESSENTIALS 110

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SUBWAY FUTURE RE:FRESH 112

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PREMIUM LEMONADE DISPENSER 114

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

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PEPSI HALFTIME x LADY GAGA

SUPER BOWL LI DIGITAL ACTIVATION SPONSORSHIP 116

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PEPCITY 2017

SUPER BOWL LI 118

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HELLO GOODNESS MARKETPLACE SUPER BOWL LI 122

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

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LIFEWTR ART AFTER DARK

SUPER BOWL LI 124

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

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PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

LIFEWTR OUTDOOR

SUPER BOWL LI

1893 SPEAKEASY

SUPER BOWL LI 128

129

NSPIRE – GAME DAY FAN PLAZA

SUPER BOWL LI 130

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TOSTITOS CANTINA

SUPER BOWL LI 132

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

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PEPSI RETAIL PROGRAM

SUPER BOWL LI 134

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

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PEPSI ZERO SUGAR

SUPER BOWL LI HALFTIME SHOW 136

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

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GATORADE GX GYM

SUPER BOWL LI / NBA ALL STAR GAME 138

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NAW 142

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BBLZ HERSHEY PARK 144

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GLOBAL FRANCHISE FORUM 148

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AFH E-COMMERCE PORTAL 152

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DORITOS STORM

LAY'S STAX

CONCEPT 154

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LEAF CRAFT

VR BEHAVIORAL TESTING & CALIBRATION 156

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HARMONY COOLER

QUAKER LIGHT SNACKS 158

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LAY'S FLAVOR ACTIVATION 160

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FOOD DESIGN 162

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PEPSI X SHFW A/W17

CHINA REGION DESIGN AND INNOVATION TEAM 164

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LAY'S SAKURA

CHINA REGION DESIGN AND INNOVATION TEAM 166

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

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PEPSI X SHFW S/S18

CHINA REGION DESIGN AND INNOVATION TEAM 168

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

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LAY'S TMALL 11.11 CAMPAIGN

CHINA REGION DESIGN AND INNOVATION TEAM 170

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

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LAY'S SUMMER CAMPAIGN

CHINA REGION DESIGN AND INNOVATION TEAM 172

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PEPSI MOMENTS

CHINA REGION DESIGN AND INNOVATION TEAM 174

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PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

LAY'S DEEP RIDGE

CHINA REGION DESIGN AND INNOVATION TEAM

PEPSI YEAR OF THE DOG

CHINA REGION DESIGN AND INNOVATION TEAM 176

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BBLZ SHANGHAI DISNEY RESORT

CHINA REGION DESIGN AND INNOVATION TEAM 178

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PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

PEPSI X STAR WARS

CHINA REGION DESIGN AND INNOVATION TEAM

PEPSI X IZZUE

CHINA REGION DESIGN AND INNOVATION TEAM 180

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PEPSI X TMALL 11.11 CAMPAIGN

CHINA REGION DESIGN AND INNOVATION TEAM 182

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7UP X SMEG

CHINA REGION DESIGN AND INNOVATION TEAM 184

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PEPSI X ALEXANDER WANG

CHINA REGION DESIGN AND INNOVATION TEAM 186

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7UP X MOLESKINE

CHINA REGION DESIGN AND INNOVATION TEAM 190

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QUAKER PREMIUM

CHINA REGION DESIGN AND INNOVATION TEAM 192

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HEALTHY BARISTA CONCEPT

EQUIPMENT STRATEGY 194

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

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WOMEN ARE NOT ROBOTS

DESIGN THINKING FOR WOMEN 196

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MIX IT UP 2017

MILAN DESIGN WEEK 198

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HELLO GOODNESS

MIX IT UP – MILAN DESIGN WEEK 200

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HELLO GOODNESS ANIMATION

MIX IT UP – MILAN DESIGN WEEK 202

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PEPSI / BAR OF MEMORIES

MIX IT UP – MILAN DESIGN WEEK 204

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LIFEWTR

MIX IT UP – MILAN DESIGN WEEK 206

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PURE LEAF

MIX IT UP – MILAN DESIGN WEEK 208

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7UP LEMON LEMON

MIX IT UP – MILAN DESIGN WEEK 210

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PEPSI SPIRE

MIX IT UP – MILAN DESIGN WEEK 214

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DRINKFINITY

MIX IT UP – MILAN DESIGN WEEK 216

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GATORADE GX

MIX IT UP – MILAN DESIGN WEEK 218

PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

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ALVALLE

MIX IT UP – MILAN DESIGN WEEK 220

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LAY’S CHIPERIE

MIX IT UP – MILAN DESIGN WEEK 222

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A LOOK INTO THE FUTURE 226

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MIX IT UP ROUND TABLE 228

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PEPSI GENERATIONS 230

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FEMALE FOUNDERS TRIBE

DESIGN THINKING FOR WOMEN 234

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HELLO GOODNESS MICROMARKET 236

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PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

DRIVE ME ENERGY DRINK

EER DESIGN AND INNOVATION TEAM

REFRAMING PLANT NUTRITION 238

239

HRUSTEAM

EER DESIGN AND INNOVATION TEAM 240

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PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

J7 JUICE – BREAKFAST

CONCEPT – EER DESIGN AND INNOVATION TEAM

J7 JUICE – WHOLE FRUITS

EER DESIGN AND INNOVATION TEAM 242

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UEFA CHAMPIONS LEAGUE FINAL

CAMPAIGNS 244

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PEPSI MAX AT CHAMPIONS FESTIVAL UCL FINAL CARDIF 250

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DJ AOKI AT CHAMPIONS FESTIVAL UCL FINAL CARDIF 256

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PEPCITY 2017

UCL FINAL CARDIF 258

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CHAMPIONS VILLAGE

UCL FINAL CARDIF

360 Kola Bar

Pepsi Max Mural

PepCity buffet area

Lay's United wall

Reception Gatorade Gx space

Lay's Flavor Experience

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OPENING CEREMONY

UCL FINAL CARDIF 268

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QUAKER SIMPLY GRANOLA & MULTIGRAIN FLAKES 270

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AQUAFINA 272

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PEPSICO DESIGN AND INNOVATION / Volume 4 / Confidential – for internal use only

CHEETOS POFF CORN

LATAM DESIGN AND INNOVATION TEAM

MAFER MIXES

LATAM DESIGN AND INNOVATION TEAM 276

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CHETOS KALAKETOS “DIA DE MUERTOS” LATAM DESIGN AND INNOVATION TEAM 278

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CHEETOS COLMILLOS

LATAM DESIGN AND INNOVATION TEAM 280

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CHEETOS WHERE IS CHESTER?

LIGHT RESPONSIVE PACKAGING LATAM DESIGN AND INNOVATION TEAM 282

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CHEETOS PAWS

CHEETOS DISNEY "COCO" PROMO

LATAM DESIGN AND INNOVATION TEAM 284

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BRISK REDESIGN 286

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PepsiCo Design & Innovation Center 350 Hudson Street, 2nd FL New York, NY 10014, USA www.pepsico.com/design PDI_17_V2