Tag: Pepsi

Thailand – In a landscape where brand moments are typically orchestrated, Pepsi captured one that was completely authentic, unexpected, and impossible to ignore—right on the courts of Indian Wells. 

When Japanese tennis player Yosuke Watanuki sparked a viral sensation with his surprise mid-match Pepsi moment—fueling an incredible upset against World No. 17 Frances Tiafoe—Pepsi responded in style. To honour his fearless performance and even bolder taste, the brand unveiled the Yosuke Limited Edition Box, a custom tribute to his standout moment.

The quick-witted surprise from Pepsi is born out of a recent match with Frances Tiafoe at the Indian Wells Open, Watanuki made an unexpected request mid-match: a can of Pepsi. What followed was nothing short of remarkable. After taking a sip, Watanuki amped up his topspin forehand, unleashed 47 winners and 16 aces, and saved four out of six break points — clinching the biggest victory of his career.

What’s in the surprise box?

What came next was a sharp, timely response to an authentic moment — unplanned, unfiltered, and undeniably Pepsi. The brand surprised Yosuke during a training session just outside Tokyo with a special delivery, capturing his candid reactions in a genuine unboxing video that echoed the spontaneity of his on-court Pepsi moment.

Inside the Yosuke Limited Edition Box were exclusive bottles of Japan-only Nama Cola, redesigned with a tennis ball-inspired twist on the classic Pepsi logo. Also included was a limited-edition Pepsi tee — a personal nod to the viral moment that captivated fans, sparked a wave of online buzz, and marked a career-defining win worth celebrating.

How VaynerMedia APAC and Pepsi acted quickly

In a quick conversation with Krystle Morais, creative director at VaynerMedia APAC, she stated that the quick-witted response from Pepsi wasn’t just only about responding quickly to an event but also a nod to Yosuke’s fans, who were already clamouring for a potential response from Pepsi.

“Pepsi is the kind of brand that’s always looking to stay in tune with culture – and so are we at VaynerMedia APAC. So when news of Yosuke-san’s mid-match Pepsi moment started generating waves on social, we knew we had to do something special. We quickly mobilised our Tokyo team and partnered with the local Pepsi team to create a limited edition Pepsi design to commemorate his amazing victory,” Krystle told MARKETECH APAC.

Krystle also noted that Pepsi wasn’t necessarily trying to ‘trendjack’ said event, but rather wanting to respond more like a fan than a brand.

“Yosuke’s comeback — powered by 47 winners and a clear energy boost after sipping Pepsi — perfectly embodied the “Thirsty For More” mindset: overcoming challenges, doing it your own way, and making it count,” she said.

Krystle added, “To us, it was a feat worth celebrating, it felt true to what Pepsi stands for, and we simply wanted to do something meaningful for Yosuke-san by commemorating his victory together with his fans.  Every piece of content we created — from the teaser drop to the tennis challenge video — was designed natively for social. Platform-first storytelling, fun pacing, and Yosuke-san’s genuine nature helped us engage with his community more authentically.”

Opportunity for authentic engagement

Meanwhile, Masud Anwar, senior marketing manager, Pepsi for Asia Business Unit, commented that the activation is a representation of what they truly stand for as a brand.

“Yosuke’s incredible win and his unprompted Pepsi moment showed us exactly what we stand for. We didn’t ask for the shoutout, but we had to show up. Because when someone chooses Pepsi in the middle of a match? That’s the kind of energy we love.” 

For Krystle, Some moments simply can’t be fabricated—like Yosuke-san’s comeback after drinking a Pepsi–and that’s makes a stint like theirs truly authentic.

“While most product placements are planned, we recognized that we don’t always need to create stories. Sometimes, you just have to amplify a real moment that fans already connect with. All we had to do was listen, move fast, and build something meaningful around it,” she said.

She then concluded, “We also ensured to celebrate the individual, not just the brand. We wanted to honor Yosuke-san and the iconic moment he created, so we focused on more human-first storytelling that’s made for social, and that’s what made it resonate.”

This collaboration is Pepsi’s tribute to real, unfiltered moments of greatness — not just in sport, but in taste. It’s a celebration of what happens when bold choices meet even bolder flavour, and how one unexpected, unscripted sip can turn into something unforgettable.

Bernard Cheng, CMO at PepsiCo Asia Beverage, stated, “Moments like this remind us that not all brand storytelling has to be manufactured. When something real happens — something people truly connect with, it becomes more powerful than anything we could have scripted. That’s the kind of moment that puts Pepsi right where it belongs — in the heart of culture.” 

Australia – Independent agency Special PR has been tapped as the PR partner for PepsiCo brands Pepsi, Red Rock Deli, and Smith’s, extending Special Group Australia’s remit with the global giant.

This extension follows a successful competitive tender process in 2022 which saw Special Group awarded PepsiCo’s creative and advertising accounts for the Pepsi, Red Rock Deli, and Smith’s brands. 

The appointment will see Special PR develop creative earned campaigns, PR strategy and activation, content development, media relations, publicity, and influencer relationships across Australia, with a focus on Gen Z and culture.

Alex Bryant, founder at Special PR, shared, “When thinking about the type of clients and work we want to do with Special PR, PepsiCo fits the bill in every way. The ambition, bravery and incredible partnership ethos built between PepsiCo and Special so far has already allowed us to unlock such exciting work, which we can’t wait to unveil. This partnership aligns with our strategic ambitions of building a strong cultural and consumer lifestyle practice.”

Vandita Pandey, chief marketing officer ANZ, snacks & beverages at PepsiCo, said the company is thrilled to continue its partnership with Special in Australia.

“Special PR’s passion for culture, creativity and ideas which really get people talking was a clear selling point for us. The team’s ambitious spirit and individual track records across the consumer and lifestyle space proved Special PR to be the perfect partner,” she said.

Meanwhile Lindsey Evans, partner, and CEO Special Australia, commented, “We couldn’t be more excited to bring our incredible teams in both Special Group and Special PR together with PepsiCo. With the clever and creative minds working on these brands we look forward to continuing to create standout work that challenges conventions.”

The combined PepsiCo work for Special Australia and Special PR has so far seen the unveiling of Pepsi Max’s latest ‘Tastes OK’ campaign as well as Red Rock Deli’s launch of their new brand platform ‘Awaken Your Senses’ with a unique collaboration with Pnau with both campaigns launching earlier this month.

Bangkok, Thailand – Pepsi Thailand is bringing to life its fizziest activations to celebrate Pepsi’s entry into its new era, with a brand takeover that aims to reshape the brand’s image as well as give fans a good time with interactive installations and a campaign that features their exciting new ambassadors. 

Conceptualised with VaynerMedia, Pepsi introduced its new logo and positioning in Thailand dubbed ‘Thirsty for More’ (‘ซ่าหน่อยมั้ย?’), with a massive on-ground, social and OTT takeover alongside Kpop girl group Babymonster. 

At the core of the Pepsi’s interactive experience in Thailand lies a colossal interactive dome that saw visitors lining up to participate in the immersive experience during the opening. Attendees were transported into a world that brought Pepsi’s new concept to life through exhilarating zones.

New Era, Same Great Taste
Pepsi Globe

From plunging into ‘New Era, Same Great Taste’ where a pulsing sphere bursts into a refreshing, panoramic spectacle of ice cubes, water, bubbles, and sparkling lights, to dancing in the ‘Pepsi Globe’, a massive digital playground where visitors are invited to move and create visual art within an interactive 360º dome, the experience left visitors thirsting for more. The experience will continue to unfold across many other provinces in Thailand after its Bangkok run. 

Talking about the campaign, Anawat Sangkhasap, chief marketing officer, Suntory PepsiCo Beverage (Thailand) Company Limited, said, “This year, Pepsi is gearing up to bring fresh excitement by reshaping the brand’s image with a unique and era-relevant style, giving it a cooler, more modern, fun, and playful vibe. We’re stepping into a new era with a stronger and bolder Pepsi vibe, launching this at PEPSI: INTO THE NEW ERA.”

Meanwhile, Chan Woei Hern, head of creative at VaynerMedia APAC, commented, “PEPSI: INTO THE NEW ERA is so much more than an introduction to Pepsi’s new logo. It’s an immersive brand experience with social at the centre, culture at its core, and a platform for Zs to share that thirst-for-more energy with everyone around them. We are grateful, thrilled, and proud of this partnership with PepsiCo Thailand.”

Australia – Pepsi Max has launched a new campaign, highlighting a design flaw that’s been hiding in plain sight in the name of the brand’s biggest competitor, reminding Aussies that food tastes better with Pepsi Max.

The cheeky OOH-driven campaign, conceptualised by Special, lets drinkers of the competitor’s product know they’re settling for just ‘OK’ when they don’t choose Pepsi Max, with ads appearing on OOH sites across the country. The media strategy also spans print, display, publisher partnerships, an influencer program, and social signs.

The ‘Tastes OK’ campaign, is the latest iteration of the established Pepsi Max ‘Tastes Better’ brand platform, also highlights the unfortunate comparative term ‘OK’ in the spelling of the competitor’s name and invites consumers to choose a better tasting partner for their favourite meal by ordering Pepsi Max.

Vandita Pandey, chief marketing officer, snacks and beverages at PepsiCo ANZ, said, “We have long known that Pepsi Max tastes better than our main competitor and this latest campaign helps us reinforce our position as a challenger brand. Australia’s meals are not being done justice, palates across the nation are being deprived, whilst consumers settle for OK. Working with Special Group to bring to life our bold and disruptive nature with a little light-hearted fun is something we know resonates well with customers.”

Meanwhile, Simon Gibson and Nils Eberhardt, creative directors at Special said: “Getting briefed to work on the ‘Tastes Better’ campaign is exciting and intimidating in equal measure. It’s such a bold and direct line and it’s led to great work in the past, so we all knew we needed to do something that lived up to it. Then, our competitor did it for us. We saw an image they put out into the world and noticed something we couldn’t unsee.”

Kuala Lumpur, Malaysia – Our mobile devices are now our lifelines but in order to have a healthy and balanced connection with the world, the challenge continues in maintaining an optimum amount of screen time. As Hari Raya and Eid Al-Fitr celebrations come around the corner, this bears greater importance as people look for ways to reconnect with loved ones. Pepsi Malaysia’s new digital initiative might just help. 

Together with creative agency FCB SHOUT, the beverage brand cooked up a campaign that will incentivise consumers for putting their phones down and spending time offline. Called the ‘Build Real Connections with Pepsi’ campaign, at the heart of it is a challenge that would reward the participant with the most number of hours spent offline. 

The challenge runs through a website that incorporates the motion-sensing technology in-built with every smartphone, revealing a timer that tracks the offline hours spent as users begin the challenge. Whenever users move their phones, the timer stops upon the detected motion and they will be prompted anew to go offline. As users accrue their offline hours, they’ll be able to increase their ranking and have the chance to bag an all-expenses-paid trip for 2 to Japan and other prizes that amount to up to RM100,000.

“If there’s one thing we’re absolutely certain of, it’s that everyone is extrinsically motivated. With this in mind, there’s no better way to urge Malaysians to disconnect from their devices than using technology to tackle the use of technology, and rewarding their efforts to enrich real and meaningful connections during the festivities,” said Jonathan Chan, associate creative director of FCB SHOUT.

On top of the main feature of the campaign, users are able to contribute to a good cause through their participation. For every hour offline, Pepsi, together with participating NGO partners, namely Kechara Soup Kitchen Society and The Lost Food Project, will donate a meal care pack to the underserved communities. Each meal care pack is made to provide sustenance to those in need for at least one or up to six weeks. 

“As the festive season of Raya approaches, we know that it’s a cherished time for families to bond, celebrate, and show compassion to those in need,” said PepsiCo Malaysia’s Beverage Marketing Lead, Jennifer Lee.

“At Pepsi, we’re proud to combine these heartfelt traditions through our ‘Build Real Connections with Pepsi’ campaign. We invite you to pledge your commitment to rekindle the warmth of family gatherings while extending a helping hand to our communities. When you disconnect from digital distractions, we will donate meal care packs, and you will also stand a chance to win fantastic prizes! Let’s embrace the spirit of Raya together.”

Pepsi Malaysia’s Raya Film

The campaign is currently running and will be active until 7 May 2023. Within the campaign is also Pepsi’s Raya film, which emphasises the importance of prioritising real-life connections over virtual ones. 

The global Pepsi brand has recently endeavoured to a brand refresh. The overhaul came with a new logo and visual identity that is taken after its branding history that spanned a 125-year period. 

The new visual identity which will introduce an updated colour palette and adopt a new typeface is part of the brand’s 125th anniversary. This comes alive in North America and globally by 2024. 

New York, USA – Popular soft drinks brand Pepsi has announced a new logo and visual identity for the brand, taking cues from its old branding encompassing its 125-year history. The new changes are part of the brand’s 125th anniversary, and will take effect first in North America later this year, and globally in 2024.

The new visual identity will also introduce an updated colour palette that uses electric blue and black to bring contrast, vibrancy, and a contemporary edge to the classic Pepsi colour scheme. Given the brand’s continued focus on Pepsi Zero Sugar, the design brings in the colour black, further showing the brand’s commitment to Pepsi Zero Sugar in the future.

Moreover, a modern, custom typeface will be used as well that reflects the brand’s confidence and unapologetic mindset; as well as a revamped signature Pepsi pulse evokes the ‘ripple, pop and fizz’ of Pepsi-Cola with movement.

The new design evolves the Pepsi brand to represent its most unapologetic and enjoyable qualities, and will span across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion and dining.

Mauro Porcini, SVP and chief design officer of PepsiCo, said that their direction for designing brands is around telling a compelling and holistic story, adding that Pepsi is a shining example of a brand that has consistently reinvented itself over 125 years to remain a part of pop culture and a part of people’s lives.

“We designed the new brand identity to connect future generations with our brand’s heritage, marrying distinction from our history with contemporary elements to signal our bold vision for what’s to come,” Porcini said.

Meanwhile, Todd Kaplan, chief marketing officer at Pepsi, commented that the new visual system brings out the best of the Pepsi brand’s rich heritage, while taking a giant leap forward to set it up for success in an increasingly digital world.

“Pepsi is an iconic brand that is constantly evolving with the times, as it has been a staple in pop culture and disrupted the category for the past 125 years. We couldn’t be more excited to begin a new era for Pepsi, as this exciting new and modern look will drive brand distinction to show up bigger and bolder and help people find new ways to unapologetically enjoy the things they love,” Kaplan said.

Singapore – In a big step of veering away from the typical family-around-the-dinner-table setting of beverage commercials, global cola brand Pepsi has launched a new APAC-wide campaign called, ‘This is a Pepsi Home’, which aims to incorporate a current social media vibe when it comes to the campaign’s food photography style.

The campaign, which was developed in collaboration with creative and media agency VaynerMedia, was all about capturing the way people eat in the comfort of their homes while binge-watching K-dramas or throwing fried chicken parties with friends. It kicks off with an anthem film, followed by a host of social media content, and TikTok activation, as well as OOHs, and sampling activities, amongst others.

According to Pepsi, based on the insight that people are their most authentic selves when they’re at home–hello, late-night instant noodles in pajamas, the campaign’s goal is to create a stronger association between Pepsi and meal moments. These moments might be messy, chaotic and imperfect, but that’s where Pepsi belongs.

Steve Romasanta, PepsiCo’s senior marketing director for Asia, said, “‘This is a Pepsi Home’ campaign speaks with our core Gen Z audience through an authentic and relatable lens. It’s not pretentious and is all about being at home with who you are, especially over mealtimes with Pepsi. We are thrilled about this launch, and look forward to many exciting online and offline activities as part of the campaign.”

Meanwhile, Krystle Morais, associate creative director at VaynerMedia APAC, stated, “Pepsi is a dream brand to work on, and we had a great strategy around people being their true selves at home. If you think about it, your home is one of the few places in the world where nobody can judge you. It’s also a state of mind! We felt like a lot of people could relate to that. We had so much fun tapping into our own personal experiences, bringing this campaign to life.”

Manila, Philippines – If there is one thing that Filipinos also anticipate come the Yuletide season, it would be the roll-out of annual film festivals. These year-end film festivals usually create loud buzz as a fixture that celebrates the diversity of Filipino cinematography, and in the spirit of this along Christmas festivities, soft drink brand Pepsi in the Philippines has teamed up with creative agency BBDO Guerrero to release its newest campaign, ‘Pepsi Hit Sa Sarap Christmas Blockbusters’, an ode to the genres that define Philippine cinema. 

The campaign comprises three short digital films, which all use the same dialogue but each with a different theme, which all ends on how a pairing of Pepsi makes the Filipino ‘noche buena’ tastier. 

The first film ‘Familia Noche Buena’ (The Family Dinner) is a short creative take on a dramatic holiday get together. Meanwhile, ‘May Kumagat sa Dilim’ (Something Bites in the Dark) puts a supernatural Pinoy spin on the table, and lastly ‘Eats Sarap 2B With U Again’ (Eats Good 2B with U Again) takes on a slapstick comedy for a cheeky session with friends.

Speaking about the campaign execution, Mikey Rosales, marketing director at PepsiCo Philippines, said, “Pepsi wanted to create something different this year. While most of us are celebrating another Christmas at home, we also know that get-togethers might not always be cheerful – it can be dramatic at times – but together with Pepsi, there’s always some fun to be found in the sharing, the bonding, and of course, a tall glass of Pepsi.”

All of the films feature local Pepsi endorsers and influencers: YouTube content creator Pam Swing, Filipino basketball player Ricci Rivero and Internet sensation Mimiyuhh, alongside longtime endorsers and seasoned actors, Kathryn Bernardo and Daniel Padilla.

Meanwhile, David Guerrero, chairman at BBDO Guerrero, commented, “What’s great about this is that we brought the spirit of Filipino film festivals into the audience’s homes. A light-hearted reminder of what we used to enjoy outside, and put a spin on it to spread good vibes and cheer to families and friends celebrating the yuletide seasons in their homes.”

Manila, Philippines – Filipinos have long been known to repurpose things, including the commonly-practiced repurposing old ice cream tubs as tupperwares to store various items, including food items. This has led to hilarious instances where one would assume that the ice cream tub contains ice cream, but in fact contains other food items.

Such quirky part of the modern Filipino culture has led soft drink brand Pepsi in the Philippines to launch a new campaign called ‘tubAWARE’ which advocates against being shortchanged to whatever they want to consume or buy for themselves.

The campaign, created by creative agency BBDO Guerrero, stemmed from a scene in a prior Pepsi Philippine video commercial that showed various instances of being faced with shortchanges, such as small dresses, a low-class luxury bag, or a cold bowl of soup.

In the said video campaign, Pepsi shows that their product ‘Pepsi Go’ has extra 30mL on their bottle for added value for their customers.

Through the ‘tubAWARE’ campaign, online users can play around with customizing a digital ice-cream tub by uploading their food photos to the site, and add quirky lines to avoid the tub being assumed to have ice cream inside.

“It started out as a scene in the video. But it resonated so well we decided to give people the tools to create the customizable labels that would stop the feeling of being shortchanged” says David Guerrero, creative chairman at BBDO Guerrero.

Since its launch, tubAWARE’s announcement earned organic engagement roughly 30% higher than the average post, with more and more people sharing it on Facebook, Twitter, TikTok and other social media platforms.

Clicks to the website have been 9 times more effective at 1.8% clickthrough rate (CTR) compared to the usual 0.2%, while a visit lasted 300% longer than the average showing, like the product, just how much of a hit this idea is proving to be.

“Pepsi is not here to tell you off. Instead, we’re here to turn those frustrations into fun,” shares Gutzee Segura, CSD marketing manager at Pepsi Philippines. She added that Pepsi wants to make its connection to the younger audience stronger and having executions that are relevant to their truths can help make the brand more relatable to this emerging audience.

Pepsi Philippines has succeeded in the past in tapping with the younger audience with their product. Just recently, they launched an augmented reality (AR) campaign where they encouraged online users to use their limited Pepsi X BLACKPINK cans to be transformed digitally as lightsticks.