Shikatani Lacroix Work Recognized at PepsiCo Marketing Awards
Dressed in our best cocktail attire, Shikatani Lacroix walked down the blue carpet at Toronto’s TIFF Bell Lightbox Monday night to celebrate the annual PepsiCo Marketing Awards.
The awards night celebrated the best PepsiCo marketing work of 2015 and we are honoured that our work was recognized.
Three awards acknowledged Shikatani Lacroix’s design work:
Innovation – Tropicana Lemonade
Insights Harnessed – Smartfood packaging redesign
Best Campaign – “Say It With Pepsi” #pepsiMoji
PepsiCo Beverages Canada reached out to Shikatani Lacroix to design a new packaging innovation to help Tropicana gain market share in the premium juice category. After a thorough competitive review, and significant collaboration with the client and its printers, Shikatani Lacroix created an innovative clear label design that showcases the natural, refreshing, premium quality of the product, and integrates well with the entire family of Tropicana products. Shikatani Lacroix also designed a template for future line extensions to ensure a unified look on shelf.
Shikatani Lacroix redesigned Smartfood’s packaging using a matte substrate to give the snack a more sophisticated, premium appearance. To preserve the brand’s iconic design, we maintained key brand equities, such as the corn image and black packaging colour, while adding new photography and a matte-finish bag to reflect an indulgent, premium quality product.
For the #sayitwithpepsi project, PepsiCo approached Shikatani Lacroix and other agencies to develop an innovative way for Pepsi to connect with consumers. Shikatani Lacroix, along with three other agencies, came up with a unique take on celebrating emoji with the introduction of #pepsiMoji. The designs feature the brand’s iconic globe shape and colours blue, red and white to create a universal language that is proprietary to the brand.
Launched last summer in Canada with a collection of distinctive designs, #pepsiMoji provided Canadians with an opportunity to express themselves in a new way and “Say It With Pepsi.” Along with the core universal set of emoji, regional markets were empowered to create their own set of relevant emoji, with Thailand being one of the first markets to launch its own local emoji. They have also rolled out to other markets including Russia and Australia, with more to come, and will reach the U.S. this summer.
Shikatani Lacroix has enjoyed a 10-year partnership with PepsiCo Canada as its packaging design AOR, and we continue to work together to produce innovative packaging design that connects with consumers.