news release<\/strong><\/a> announcing the soda\u2019s launch, PepsiCo referenced the rise in demand for a lemon lime flavored drink that could \u201cserve as an alternative to the competitor that dominates the category\u201d (we all know they\u2019re referring to Sprite; 7Up never stood a chance). Using the line, \u201cStarry Hits Different,\u201d the release went on to state, \u201cthe brand is bright, optimistic, and rooted in culture and fun.\u201d<\/p>\nFor the purposes of this brand identity and connected packaging award, Starry\u2019s packaging connects consumers to the brand through QR codes, which allow them to access curated content about the product, such as: nutrition facts, allergens, ingredients, sustainability features, and loyalty rewards.<\/p>\n
![\"Package](\"https:\/\/www.packagingstrategies.com\/ext\/resources\/2025\/02\/13\/rc-upload-1739470530416-5.png\")
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Image courtesy of OREO<\/em><\/p>\nOreo Pac-Man:\u00a0Oreo, Gold Winner<\/h3>\n
The OREO\u00ae<\/sup> brand teamed up with Pac-Man to introduce a new version of their iconic cookie. Available in the U.K., the Pac-Man Oreo Cookie comes in a cylindrical-shaped pack, each containing six limited-edition cookies with designs inspired by Pac-Man characters. Each cookie\u2019s design serves as its own QR code, while an additional code is available on the package itself. Players were eligible to win prizes that ranged from a playable mini Oreo Pac-Man arcade, an Oreo Pac-Man arcade cabinet, and a trip to Japan to visit Bandai Namco\u2019s new gaming center.<\/p>\n![\"Gushers\u2019](\"https:\/\/www.packagingstrategies.com\/ext\/resources\/2025\/02\/13\/rc-upload-1739470530416-7.png\")
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Image courtesy of General Mills<\/em><\/p>\nFruit Gushers:\u00a0General Mills, Silver Winner<\/h3>\n
When introduced in 1991, Gushers caused a large splash (pun intended). The description of \u201cbite-sized flavor bombs\u201d made them an instant hit. So why did General Mills decide to refresh their much-loved fruit products? As the originator of Fruit Roll Ups, Fruit by the Foot, and Fruit Gushers, General Mills recognized that, by not updating the designs for a new generation of teens, they stood the chance of losing out to competitors. So, in 2023, they enlisted the help of design partner Pearlfisher to update the packaging of all three.<\/p>\n
\u201cEntering a New Era of Snacking Fun\u201d is how they describe this effort. Gushers\u2019 new logo embodies some of the design trends witnessed in 2024: loud colors, a unique font type, and eye-catching nuances, such as the updated black font that mimics the liquid centers of the candy (it should also be noted that they chose a black font to stand out on the shelves). The revitalized design not only appeals to the teen experience but resonates with the overall age group it\u2019s intended for \u2014 early teens to young adults.<\/p>\n
Even better, General Mills extends the fun via connected packaging that requires parental permission to join games and enjoy endless opportunities to experience carefree moments. Kudos to Pearlfisher for creating so many ways for teens to enjoy everything Gushers through digital connectivity, a branded apparel line, and even make-up!<\/p>\n
![\"Image](\"https:\/\/www.packagingstrategies.com\/ext\/resources\/2025\/02\/13\/rc-upload-1739470530416-9.png\")
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Image courtesy of PepsiCo<\/em><\/p>\nDoritos SOLID BLACK:\u00a0PepsiCo, Bronze Winner<\/h3>\n
Doritos\u00ae<\/sup> SOLID BLACK\u00ae<\/sup> was introduced in 2021 with the mission of \u201cstaying true to our DNA of igniting boldness, inspiring action, and celebrating diversity.\u201d Doritos created SOLID BLACK to bolster the voices of Black changemakers \u2014 those who use innovation and determination to drive culture, change the status quo, and give back.<\/p>\nIn 2024, SOLID BLACK and the PepsiCo Foundation teamed up to support a new class of Black changemakers. In fact, each Black changemaker\u2019s nonprofit received a $50,000 grant to celebrate the success of their efforts. SOLID BLACK also partners with HBCUs (Historically Black Colleges or Universities) during homecoming season, and sponsored the PEPSI National Battle of the Bands, where they awarded $120,000 worth of scholarships to participating HBCUs.<\/p>\n
The logo has its own inspiring story. During the Battle of the Bands, The PepsiCo Foundation partnered with the talented Mz Icar artist collective to create a series of logos that ultimately transitioned into product and merchandise, all of which shoppers can connect with via the on-pack QR code. The logo below was paired with a new Doritos chip with a flavor profile created by James Beard nominated chef Chris Williams.<\/p>\n
Bold, story-focused, and committed to the changemakers who define today\u2019s Black culture, SOLID BLACK is the ideal pairing of snacks, culture, and change. Kudos to all who made this possible.<\/p>\n
Congrats to the designers<\/h3>\n
These are just a few examples of the arresting options available to consumers who are looking to connect with their favorite brands. In this highly varied category are loud, disruptive, artful, and sometimes quiet standout offerings. I look forward to seeing how these innovative products play out with shoppers \u2014 the ultimate deciders \u2014 throughout 2025.<\/p>\n<\/div>\n
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