Pentawards Opens 2026 Competition with New PR Gifting Category
Pentawards expands with PR & Influencer Gifting category for 2026, recognizing packaging's shift from retail to social-first brand experiences.
Pentawards has opened its 20th annual packaging design competition with an expanded international jury of 54 experts from 21 countries, including key Asian markets such as Japan, India, and Singapore. The competition, which runs until March 27, 2026, introduces a new PR & Influencer Gifting category alongside traditional packaging design awards.
Geographic Diversity Shapes Award Credibility
The 2026 jury panel represents significant geographic expansion, drawing packaging design professionals from across North America, South America, Europe, and Asia. Countries represented include the US, Colombia, Spain, Japan, India, and Singapore, reflecting the global nature of packaging design and brand experiences.
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New jurors joining the panel include Amélie Phulpin, Luxury Cosmetics Packaging Director for Gucci and Burberry at COTY, Lukas Brza, Structural Packaging Manager at LEGO, and Sunnie Guglielmo, Design Director at PepsiCo Design. The roster also features Fabian Johannes Fischer, Senior Global Innovation Manager at Jägermeister, Maisie Benson, Design Director at JKR, Muriel Schildknecht, Executive Creative Director at Lonsdale, and Alex Center, Founder of Center.
The inclusion of judges from Asian markets provides regional brands with evaluation from professionals who understand local market dynamics and cultural considerations. This geographic representation matters for brands seeking international validation, as diverse judging panels can assess packaging effectiveness across different cultural contexts and consumer expectations.
New Category Reflects Changing Brand Experiences
The introduction of the PR & Influencer Gifting category acknowledges how brands use packaging beyond traditional retail environments. This category recognizes designs created specifically for PR mailers, influencer gifting, and brand experiences intended to be shared on social media and digital platforms.
Adam Ryan, Head of Pentawards, said the new category reflects industry evolution. "Over the past two decades, we've seen packaging evolve in where and how it's experienced," Ryan stated. "The introduction of the PR & Influencer Gifting category reflects how brands are using packaging today, not only on shelf, but through PR, influencer and social-first experiences."
The category's addition signals recognition of packaging's expanded role in marketing communications. Brands increasingly design specialized packaging for influencer partnerships and social media campaigns, creating experiences meant to generate digital content rather than simply protect products on store shelves.
Competition Details and Timeline
The 2026 competition is open to brands, agencies, and independent designers across all sectors of packaging design worldwide. A reduced launch rate was available until January 23, 2026, with the competition window closing on March 27, 2026.
"As we open the 2026 competition, we want to celebrate how far the industry has come while continuing to challenge what great packaging design can be," Ryan said. The milestone 20th anniversary positions Pentawards to reflect on two decades of recognizing innovation, creativity, and craft in global packaging design.
The judging process brings together the 54-member international panel to evaluate submissions across multiple categories. For Asian brands and agencies, the competition offers an opportunity for global recognition evaluated by a geographically diverse jury that includes regional representation.
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