Pepsi Generations: A Nostalgic Journey Through Packaging Design

PepsiCo Design & Innovation Revives Iconic Designs for Global Generations Campaign

Driven by a strategy of continuous evolution and trend-setting, Pepsi has always aimed to resonate with each generation of its fans. In 2018, the brand embarked on a global journey to celebrate its legacy with the Generations campaign. As a trendsetter in pop culture and music, Pepsi aimed to create designs that celebrated specific generations and their unique contributions to collective memory and pop culture.

The Generations campaign's design strategy was to tap into Pepsi's dynamic brand equity and celebrate its ever-changing expressions that have remained iconic over the years. Pepsi's packaging has undergone numerous transformations throughout its history. However, a digital archive of these vintage designs did not exist. Hence, the design team took on the challenge of reviving these iconic designs from the product archive, adapting them to fit today's manufacturing standards.

The designs were recreated in multiple languages and across dozens of new formats, ensuring the campaign's global reach. The result was a nostalgic journey through Pepsi's packaging history, celebrating the brand's unique relationship with pop culture and its fans across different generations.

The design strategy for the Generations campaign was not only to tap into Pepsi’s dynamic brand equity but also to celebrate its ever-changing expressions that remain iconic today. This approach has resulted in designs that celebrate specific generations and their unique contributions to pop culture. The revival of these iconic designs from the product archive to fit today’s manufacturing standards has added a new dimension to the brand's packaging design narrative.

The Generations campaign's success was recognized with a Platinum A' Packaging Design Award in 2019. The Platinum A' Design Award recognizes world-class, exceptional, and highly innovative designs that showcase unmatched professionalism, contribute to societal wellbeing, and advance the boundaries of art, science, design, and technology. This prestigious award is a testament to PepsiCo Design & Innovation's commitment to creating designs that resonate with consumers and contribute to defining the aesthetics of an era.