Thailand – PepsiCo has unveiled its new brand platform, shifting from traditional brand statements to authentic consumer reactions—letting people see great taste in action rather than just hearing about it.
Titled ‘You Can’t Hide Great Taste,’ the campaign introduces Pepsi’s new visual cue, the “Taste Face”—the instinctive, unfiltered reaction to bold flavour. A subtle head tilt, widened eyes, or a moment of surprise captures the genuine enjoyment of great taste.
Focusing on real consumer reactions, the campaign moves beyond scripted messages to showcase taste as a shared, authentic experience. Designed for a social-first audience, it highlights spontaneous moments of delight, letting genuine expressions speak louder than traditional marketing.
Usman Shahid, marketing director for Carbonated Soft Drinks at PepsiCo Asia Business Unit, said, “With our ‘You Can’t Hide Great Taste’ campaign, we’re capturing the raw, unfiltered reactions of people experiencing Pepsi’s bold and refreshing taste. Great taste speaks for itself—there’s no faking that moment of pure enjoyment. This campaign is all about celebrating that authenticity and reminding everyone why Pepsi continues to be the ultimate cola choice.”
Launched in March, the platform began rolling out in Vietnam and will expand to Thailand, Laos, Korea, the Philippines, and Malaysia. Pepsi is also partnering with popular eateries and food brands across the region, encouraging consumers to share their own taste experiences as part of a broader engagement strategy.
Masud Anwar, senior marketing manager of Pepsi for the Asia Business Unit, shared, “Every food and beverage brand talks about taste, but no one has captured what it actually looks like. In a category where everyone makes claims, we decided to let consumers do the talking — or rather, the expressing. With You Can’t Hide Great Taste, we’re not just making a statement — we’re creating a long-term cultural imprint that makes Pepsi synonymous with authentic, undeniable enjoyment.”
You Can’t Hide Great Taste is designed as a long-term platform that will evolve with Pepsi’s future product launches. Through ongoing content, collaborations, and innovations, it aims to keep Pepsi’s taste experience relevant and engaging for consumers.
“With You Can’t Hide Great Taste, we’re not just talking about flavour—we’re bringing it to life in a way that’s bold, unfiltered, and unmistakably Pepsi,” stated Bernard Cheng, CMO at PepsiCo Asia Beverage.
Cheng continued, “This platform is about celebrating real, visceral reactions to great taste and cementing Pepsi’s place at the heart of culture. As we continue to innovate and expand across the region, this campaign will evolve with us, ensuring that Pepsi remains the go-to choice for consumers who crave authenticity and enjoyment.”
