![]() ![]() Let me introduce you to Pepsi's limited edition CATS CANs, featuring "stay-at-home cats" while they game, snack, and enjoy music… Meow-nificent! Chinese Gen-Z is going wild for cats, with 46% of cat owners under 30!Īnd so we did it, we decided to celebrate their cats - and them through their cats - with a smile on our face and our usual irony, imagining them in ways that Gen-Z in China will love and appreciate. At least this is my perception.Ĭhina instead deeply love cats. And I feel less love for them in people here: the US seems to be more of a dog-lovers nation. In Italy cats are kind of normal to have and broadly loved. I have two dogs now at home and I love them too, but I had cats for decades in my younger age and I deeply enjoyed their company. You often hear me talking about our gloCal approach: GLOBALLY strategic and LOCALLY relevant.Īt PepsiCo we have 17 design centers around the world, and each of them is in charge of taking to life this gloCal approach in the most sophisticated way, understanding the global vision and marrying it with local culture, habits, aesthetics, visual trends, events, influencers, and more. #design #designthinking #love #passion #pepsi #pepsicodesign #pepsico Allora, e solo allora, cose magiche potranno accadere… SEGUI I TUOI SOGNI, FAI CIÒ CHE AMI, FALLO PERCHÉ LO AMI, non farlo per fama o ricchezza, FALLO PERCHÈ TI RENDE FELICE. Ed è un potente promemoria per tutti, me compreso, e soprattutto per i nostri giovani: Il messaggio di questa storia è abbastanza chiaro. Ed eccomi di nuovo qui, tre decenni dopo, a fare esattamente la stessa cosa, a fare ciò che amo, ciò che ho sempre amato, solamente in una città diversa, in una scala diversa. ![]() Quando avevo 17 anni, prima ancora di decidere che avrei studiato design all'università, vinsi il concorso per disegnare il logo del nostro Liceo Scientifico locale. Il pezzo inizia ricordando qualcosa che in realtà avevo in qualche modo dimenticato. È un articolo sul redesign di Pepsi e sul ruolo di un semplice ragazzo di Varese in quel “progetto da sogno”. Questo è un articolo uscito oggi su La Prealpina, il quotidiano della città da cui provengo, VARESE, un posto bellissimo a ridosso delle Prealpi, incastonato tra i laghi e le montagne, a un'ora di auto da Milano. ![]() And then magic will happen… Sooner or later it will. And it’s a powerful reminder for everybody, including myself, and mostly for our youth:įOLLOW YOUR DREAMS, DO WHAT YOU LOVE, DO IT BECAUSE YOU LOVE IT, don’t do it for fame or wealth, DO IT BECAUSE IT MAKES YOU HAPPY. The message of this story is pretty clear. And here I am again, three decades later, doing exactly the same thing, doing what I love, what I’ve always loved, just in a different city, at a different scale… When I was 17, before even deciding that I was going to study design in university, I won the competition to design the high school logo in our local Liceo Scientifico. The story starts reminding something that I had actually somehow forgot. The reason why I decided to share this specific article here, instead of any other article that has been written all around the world (and in English) about this project, is that there is a beautiful message in this story, that trascends Pepsi, and hopefully can be of inspiration for some of the readers, as it has been for me. It’s an article about the redesign of Pepsi and about the role of a simple guy from Varese in that “dream project”. This is an article from La Prealpina, the newspaper from the city I am from, #VARESE, a beautiful place in Italy, close to the Prealps, nestled between the lakes and the mountains, one hour drive from Milano. ![]()
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