PepsiCo Cooler Platform (2015-2018)
The PepsiCo Global Cooler Platform is an iconic Visual Identity System that builds brand equity across the PepsiCo brand portfolio and celebrates the products inside the cooler. It delivers a unique consumer experience across all touch points, and stands out in the marketplace.
There were many challenges in creating the PepsiCo Global Cooler Platform. We started with a challenge from a system perspective. In the past, PepsiCo had many different SKUs of generic coolers in its system globally, which eventually led to system inefficiencies, and inconsistency from a brand value perspective. We had to identify what was driving this, identify opportunities and get global stakeholders aligned on the direction to move forward. We had to standardize cooler sizes to a limited number of SKUs globally, so they could accommodate needs in North America, Latin America, India, Europe and emerging markets. There was a need to understand both global and regional differences in our customers and consumers, and for PepsiCo operations. Each of these factors was taken into account with the new cooler design, which creates both consistency and flexibility within markets.
A challenge from a design perspective was that it needed to be scalable to accommodate a variety of cooler models and sizes while maintaining shared components across the platform. This cooler design needed to work for both for brand new coolers built from scratch and also as a refurbished cladding kit to update existing coolers.
From an implementation perspective, the challenge was that we had to work with various OEM cooler manufacturers to implement the Global Cooler Visual Identity System. Each manufacturer had different capabilities, and we had to challenge those constraints in order to achieve our desired outcome.
Traditionally, commercial coolers have been generic, black boxes labeled with branding stickers that offer a limited brand experience. PepsiCo is disrupting this with the dynamic and uplifting design language of the PepsiCo Global cooler platform, which elevates our brands and product portfolio. The extended canopy on top and bottom increases the branding area and visibility in comparison to traditional coolers. Its sleek, wide-open frame draws consumers’ focus to the contents inside. The cooler features a ventless panel grille that adds to the overall aesthetic and ensures minimal distraction from the product.
The PepsiCo Global Cooler Platform also allows for branding flexibility through exchangeable and customizable options for the canopy, handle, graphics and C.M.F, to accommodate the specific values of our brands and product portfolio.
The design of the PepsiCo Global Cooler Platform provides an engaging consumer experience across all touchpoints, from first sight of the logo at a distance to up-close contact with the handle. At 30 feet, the consumer immediately recognizes the brand on the cooler’s extended canopy. At 10 feet, the consumer can see the featured products inside the cooler and how they are celebrated. At 3 feet, the consumer comes in contact with the ergonomic handle and is able to open the cooler and quickly make a choice. Cutting through the visual noise of a retail environment, the sleek and uplifting design draws consumers’ eyes towards the center to focus on the products inside.
The PepsiCo Global Cooler Platform is of tremendous benefit to PepsiCo for many reasons. The Global Cooler Visual Identity System provides increased brand equity, added benefits for consumer engagement and a global, consistent consumer experience.
The coolers built use hydrocarbon refrigerant (R290) to meet the DoE-2017 energy standard, and use less energy because of the optimization of the cooling deck and improved airflow of the panel grille. The Pepsi Global Cooler Platform is being implemented with brands such as Hello Goodness, which was created to make 24/7 healthier options accessible to the on-the-go consumer. The cooler’s design language helps to communicate PepsiCo’s portfolio of better-for-you snacks and beverages. This aligns with PepsiCo’s goal to continue to transform our food and beverage product portfolio, contribute to a more sustainable global food system and help make local communities more prosperous.