We’ll continue to feature some of this year’s most noteworthy MarCom Awards entries throughout the competition.
|Organization: PepsiCo Design & Innovation
Location: New York City, NY
Title of Entry: “Doritos Solid Black”
Category: Print Media | Design (Print) | 112. Packaging
Pepsi owns Doritos and is responsible for designing, marketing and distributing the chips. Recently, Pepsi wanted to amplify the voices of Black innovators. Contributing $50,000 in support of their work, Pepsi tasked them to create packaging called “SOLID BLACK.” The bags of chips featured geometric designs and pops of colors anchored by a glossy black background. The design earned 400 million media impressions along with a 100% positive/neutral sentiment.