[NYC25]

Key Dates

20 Mar -Launch Deadline
19 Jun -Standard
11 Dec -Extended Deadline
14 Dec -Judging
17 Dec -Winners Announced
Monday, 17 November 2025 04:38 local time

Pepsi WHATTHECUP! Vending Machine

PepsiCo | Product Design - Concept - International

 
Image Credit : PepsiCo

Project Overview

WHATTHECUP! debuted with prototype machines in Singapore and Dubai, wowing people, sparking curiosity, and maybe leaving them even a little confused—in the best way. The buzz is real, the business model tested, and the brand is set to go global in 2025.

Organisation

PepsiCo

Team

PepsiCo

Project Brief

Vending machines have always been convenient, but never like this. WHATTHECUP! is a one-square-meter robotic marvel, fusing the technology of Taobin Thailand with the power of PepsiCo brands to craft over 300 drinks at the push of a button. Soda? Check. Barista-level coffee? Of course. A protein or milk shake with a side of innovation? You got it. Our teams in AMESA and ASIA bottled up all that magic into a can’t-miss WHATTHECUP! identity.

Project Innovation/Need

WHATTHECUP! is playful, radical, and built to shake up everything you think you know about vending. From the exclamation mark that doubles as a cup to the Pepsi electric blue, every inch of WHATTHECUP! is designed to turn heads. The clean, high-contrast two-color system makes the brand instantly recognizable, setting it apart from traditional vending. The power of motion design takes the brand experience to the next level. We developed fluid animations that morph between drinks, showcasing the nearly endless variety. From product design to visual identity, WHATTHECUP! is simple, bold, and impossible to ignore.

Design Challenge

300+ drinks available in just one square meter. Endless “WHAT?!” moments. WHATTHECUP! Offers more than convenience—it’s about wonder. We wanted to build a brand that captured the inventive tech, the joy of discovery, and the thrill of choice.

Sustainability

-Local sourcing of key ingredients (based on RVM (robotic vending machine market) – e.g. coffee beans -Use of 100% recycled cups (currently using 100% recyclable PP) -Enable a sustainable reuse model by adjusting technology to pour into eco-friendly cups that can be returned and reused after cleaning (long-term possibility – not currently in Tao Bin’s near-term strategy)


Product Design - Concept - International

This award celebrates creativity and innovation for either a product design at conceptual stage - an early sample or model of a product that has not reached the manufacture stage nor available to the market.
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