Case study
For years, Antonym has collaborated with the groundbreaking PepsiCo Design + Innovation Center, the internal agency responsible for PepsiCo’s most audacious*, award-winning product, design, event, and sustainability launches and strategies.
*In 2022, PepsiCo was the second-largest food brand in the world. They own 23 globally-revered companies, produce thousands of products, and have a net revenue of $80 million. Those of us based in the US witness only a fraction of the innovations they produce worldwide.
The Lexicon
Co-Creation, Design Dialogue, Design Disciplines, Design-Led, Design Principles, Innovation, Holistic, Humanity, Optimistic, People-Centric, Tribe, Visionary
The challenge
The PepsiCo Design + Innovation Center is a design-centric incubator within PepsiCo that communicates through the lens of design, not product marketing. They need to extol, with consistency and authority, their inspiration and design strategy for the world’s most famous food and beverage products without submitting to each brand’s nomenclature and identity.”
Deliverables
We devised a new Tone of Voice Strategy for the PepsiCo Design + Innovation Center, bringing a unique and ownable voice to this extraordinary arm of the company, yielding new positioning, audience strategy, and a digital voice style guide.
Case study strategy and development
The PepsiCo Design + Innovation Center produces hundreds of case studies per year for their own site and awards submissions. We led a strategic overhaul of their case study process, created a custom questionnaire designed specifically to extract details from designers, restructured their storytelling format, and produced 100+ case studies for their website and awards submissions.
We devised storytelling for their legendary Design + Innovation Books, working directly with Chief Design Officer Mauro Porcini to help frame his design philosophies and create a rich retrospective of hundreds of award-winning PepsiCo projects across the world.
Design + Innovation Books
We crafted copy for Mauro Porcini’s In Your Shoes podcast, penning scripts for episode openers, bios for its design luminaries, and marketing copy promoting the episodes on their website and social media.
In Your Shoes podcast
We elevated the PepsiCo Design + Innovation Center’s social strategy, developing strategic content buckets, enhancing their collaboration with global partners, and implementing that strategy through high-engagement caption copy.
Social strategy
The Antonym effect
“Antonym is our undisputed go-to for savvy copywriting, conceptual thinking, and innovative brand voice strategy. They possess an unparalleled ability to empathize with a brand and its consumers, and synthesize trends into effective brand communication. We cannot speak highly enough of this rare and wonderful creative studio.”