“People, therefore, are different. They behave in a different way with our products and brands. They don’t buy, actually, products anymore, they buy experiences that are meaningful to them, they buy solutions that are realistic, that transcend the product, that go beyond the product, and mostly they buy stories that need to be authentic”
Since its creation PepsiCo’s Design function, led by Mauro, has been recognized with almost 700 design and innovation awards from several institutions around the world.
Mauro Porcini joined PepsiCo in 2012 as its Chief Design Officer. In this newly created position, Mauro is infusing design thinking into PepsiCo’s culture and is leading a new approach to innovation by design that impacts the company’s product platforms and brands, which include Pepsi, Lay’s, Mountain Dew, Gatorade, Tropicana, Doritos, Cheetos, Quaker, Mirinda, Sierra Mist and SunChips. His focus extends from physical to virtual expressions of the brands, including product, packaging, events, advertising, retail activation, architecture, and digital media.
Mauro has been recognized throughout the design industry, including being listed in Fast Company’s “Most Creative People in Business 1000, Fortune Magazine “40 under 40” ranking rising stars, Ad Age’s “Creativity 50” and featured in several books on design and innovation in multiple regions of the world including “Creative Confidence” (by Tom Kelley and David Kelley), Jugaad Innovation (by Simon Ahuja, Navi Radjou, Jaydeep Prabhu), “Il Minimo Sostenibile” (by Gino Finizio) and “Vincere con le idee” ( by Enzo Baglieri, Gabriella Lojacono).
Design thinking has dramatically transformed over the last few years. Specifically, an emerging use case of design thinking that is transformative in nature. Spanning from digital, cultural, organization, and brand transformation, the design thinking process brings collaboration across siloes, stakeholder buy-in, and an emphasis on customer centricity that drives holistic change.