Tag: PepsiCo

Philippines – Food and beverage company PepsiCo has promoted Ray Philip Pine, chief marketing officer for Philippine beverages, to global marketing director of its hydration portfolio.

Pine led the company’s marketing team in the Philippines for over two years prior to the appointment. In his role, he led the growth strategy of PepsiCo’s brands, including Mountain Dew, Pepsi, Gatorade, and Sting.

Before joining PepsiCo, Pine worked with consumer goods corporation Procter & Gamble for six years, serving as its regional brand director in Asia-Pacific for its fabric care brands for three years. Prior to that, he served as the company’s country category leader and senior brand manager.

Pine also held the consumer marketing manager role for Nestlé Philippines’ affordable dairy Bear Brand.

PepsiCo recently unveiled its new brand platform, highlighting the authentic reactions of its consumers in its ‘Taste Face’ visual cue.

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.”

Indonesia – Cheetos, the iconic snack brand from Frito-Lay, has returned to the Indonesian market, marking a major milestone following PepsiCo Indonesia’s new $200m (Rp3.27t) manufacturing facility in Cikarang.

Gabrielle Angriani, director of public policy, government affairs & corporate communications at PepsiCo, announced in a LinkedIn post that the company has successfully opened its first factory in Indonesia and commenced Cheetos production at the Cikarang facility as of January 2025.

“We are thrilled to bring smiles back to the Indonesian people. To ensure the highest quality and taste, we are committed to using only the best ingredients,” she added.

Photos from: Gabrielle Angriani (LinkedIn)

In the same post, Angriani also expressed her gratitude to the government of Indonesia for helping PepsiCo in making the new $200m investment happen.

Cheetos Indonesia also announced its comeback on social media with a series of posts on Instagram.

Cheetos’ return to Indonesia marks the end of its four-year hiatus, which began after a licensing agreement ended in 2021.

According to Jakarta Daily, Cheetos, Lay’s, and Doritos were pulled from the market in August 2021 when their former producer, PT Indofood CBP Sukses Makmur Tbk (ICBP), ceased production following the expiration of its licensing deal with Frito-Lay Netherlands Holding B.V.

The termination reportedly stemmed from a commercial dispute. Before it, Indofood produced the snacks through its joint venture with Fritolay, PT Indofood Fritolay Makmur (IFL). In February 2021, ICBP acquired Frito-Lay’s remaining 49% stake in IFL for Rp494 billion, dissolving the partnership. The expired agreement prohibited Fritolay and its affiliates from producing the brands locally.

In 2023, Reuters reported that PepsiCo had begun constructing a snack factory in West Java, marking its return to Indonesia following the 2021 split. The facility, part of PepsiCo’s $200 million investment commitment over 10 years, is slated to begin snack production by 2025.

Australia – As part of its latest brand refresh, Pepsi has partnered with emerging Australian designer Jackson Cowden and Special PR agency to launch the ‘Pepsi Pulse Collection’ that brings back the classic fashion staples. 

Pepsi’s innovative partnership with Cowden and Special PR not only celebrates its new identity but also the reinvention of classic fashion items and conventions. 

The ‘Pepsi Pulse Collection’ is an AI-first capsule collection that challenges the status quo of traditional design. Composed of a bespoke 10-piece strong collection designed distinctly AI first, the designs take inspiration from Pepsi’s new brand look and refreshing old familiar fashion staples such as the little black dress and the classic white shirt, with modernity injected through innovative AI methods. 

Considered to be a ‘digital fashion artist’, Cowden leveraged the AI fashion technology approach to complete the final designs in 40 days, minimising waste, saving time, and pushing the boundaries of fashion traditions. By leveraging AI, the designer was able to skip the usual traditional design methods of sketching, pattern making, and multiple sample rounds that would normally take up to nine months to complete. 

Pepsi formally launched its Pulse Collection in a runway show on Sydney’s iconic harbour with the help of Australia’s event and experience creator, Rizer. The runway was live-streamed via oOh!media’s full-motion site in The Bourke in Melbourne. In a first for oOh!media’s innovation and creative hub, POLY, managed the end-to-end production from broadcast to delivery.

The ‘Pepsi Pulse Runway Collection’ is rolled out across experiential, earned, social, and OOH.

Speaking on the launch, Alex Bryant, managing director at Special PR, said, “Finding an interesting way to celebrate such an iconic brand’s refresh was an amazing challenge for us in our first major campaign for Special PR for Pepsi. Taking inspiration from an industry that knows how to reinvent and refresh, we were delighted to find a shared vision with fashion designer and Creative Director for the collection, Jackson Cowden. This campaign launch demonstrates how Pepsi continues to challenge conventions, pushes the boundaries, and always puts enjoyment first.”

Vandita Pandey, chief marketing officer of ANZ for snacks and beverages at PepsiCo Australia, also shared, “Following on from hugely successful global launches in other markets, we really wanted our local launch to feel relevant to our culturally thirsty, next generation drinkers in Australia. Pepsi supports the next generation of creators and designers. With our new visual identity being bold, unapologetic, modern, and iconic, we wanted to partner with a young designer who could put a unique take on our refresh. It was a privilege to be able to support Jackson in launching his first runway show.”

Meanwhile, Zoe Bailey, creative director at Rizer, said, “Jackson’s digital design process formed a huge inspiration in creating an unconventional runway show, with the energy of Pepsi’s bold identity. Embracing the unconventional, we blur the lines between fashion, animation, lighting, sound, dance, and performance, all in one story.”

Also commenting on the launch, designer and creative director Cowden shared, “It’s been incredibly significant for me to partner with Pepsi at this point in my career, a partnership born of our shared values around challenging the status quo, pushing the unconventional, and searching for new and bold ways of doing things.”

He added, “The Pepsi Pulse Collection does exactly that and more by transcending traditional boundaries and challenging conventional norms. The Pepsi “Pulse” is an illustrative way to tell different stories for the brand; it is Pepsi’s visual response to the beat of culture, reflecting the pulse of the worlds we are immersed in. Increasingly, in the near future, fashion designers will be drawn towards digital fashion design, with ‘preconceived rules’ in creative fields abandoned. Pepsi is known for keeping their finger on the culture pulse, and the innovative and creative way this collection has come to life further proves this.”

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.

Australia – Popular soft drink brand Mountain Dew has launched a game show activation called ‘Major Melon’s Mayhem Mountain’, which is inspired by the hyper-stimulatory sensation that is a taste of its new Watermelon-flavoured drink. 

Conceptualised alongside VaynerMedia, the game takes cues from the likes of ‘Wipeout’ and ‘Takeshi’s Castle’, the brand game show showcases challenges such as the ‘Watermelon Ski’, where contestants, including ‘Dom Littrich’ of ‘Inspired Unemployed’ fame, attempt to slide as far as they can down the very slippery, watermelon-scattered, pink-tarped runway. 

Another inspired game is ‘Hill Dash’, where they race across a steep slippery hill while being pelted by inflatable watermelons. Narrated by the eponymous host, each content piece features challenges broadcast as takes from the show, featuring influencers taking on various extreme challenges.

Built on the insight that Mountain Dew’s Gen Z audience is continuously searching for newer, faster, hyper-stimulatory highs and challenges both in-feed and IRL, VaynerMedia eschewed the traditional product launch campaign to develop Mayhem Mountain as a content-first play created with social audiences in mind. 

Vandita Pandey, chief marketing officer for ANZ at PepsiCo, said, “We know Dew fans have been waiting a long time for a new flavour, so we wanted to make a real splash in letting them know Major Melon is finally here. ‘Mayhem Mountain’ is just such a fun and relevant way to bring the new flavour to life, I am confident the legions of Aussie Dew fans out there will love it as much as we do.” 

Meanwhile, Yash Murthy, head of creative and consulting at VaynerMedia Australia, commented, “A drink and brand persona as out there as Major Melon warranted a campaign that ratcheted up the intensity. Mayhem Mountain was the perfect vehicle to showcase this, allowing us to build equity in the Major Melon character whilst tapping into the extreme stunts, challenges and fail comps we know our audience cohorts love. Plus it was just a lot of fun to make.” 

USA – In celebration of Hip Hop’s 50th anniversary, PepsiCo has announced both a partnership and an international campaign that honours and amplifies the legacy of The Notorious B.I.G, one of the genre’s most iconic artists.

Working closely with The Notorious B.I.G. estate and family members, Pepsi has planned a distinct and excitingly immersive campaign that will connect his unique personality, style, and lyrical flow with the sounds of today. 

Being a part of Pepsi’s ‘Thirsty For More’ campaign, the collaboration aims to bring Biggie’s music to life across disruptive virtual and physical experiences and celebrate him from street art across major cities worldwide to limited edition Pepsi MAX cans, all paying tribute to and elevating his influence on popular culture.

Ms. Voletta Wallace, Biggie’s mother and founder of the Christopher Wallace Memorial Foundation, said, “As we celebrate the 50th Anniversary of Hip Hop and its cultural impact on our world, we’re excited to honour Christopher’s legacy and continue bringing his music to a new generation of fans. While his art is timeless, we’ve been working with Pepsi to commemorate my son’s artistry and connect his music with the sounds and artists of today. We hope fans will enjoy it as much as we do.”

Speaking on the collaboration, CJ Wallace, Biggie’s son and founder of lifestyle brand Frank White, mentioned, “My dad is synonymous with rap, and his influence is unmatched. Taking one of his most well-kept secret flows out of the vault and working directly with Pepsi, the brand he cites is pretty dope.”

Meanwhile, Gustavo Reyna, Senior Director Global Marketing at PepsiCo, commented, “In celebration of the 50th Anniversary of Hip Hop, an art form that has touched every corner of the world and evolved into one of the most significant drivers of popular culture, Pepsi is honoured to partner with The Notorious B.I.G. Estate to bring this unique encore of Biggie’s art and talent to a whole new generation of music fans in never-before-seen ways.” 

USA – Global food company PepsiCo has announced a new multi-year global partnership with game developer EA Sports to deliver football-centric entertainment experiences for fans as part of the upcoming game release ‘EA Sports FC’. As part of this agreement, PepsiCo brands – Pepsi, Gatorade, and Lay’s – will join forces with EA’s football gaming franchise, EA Sports FC.

This collaboration enables them to work together to offer happy gaming experiences for modern football fans, while also confirming PepsiCo’s commitment to engaging fan experiences that include football, music, and gaming.

Adam Warner, head of global sports and partnerships at PepsiCo, said, “EA SPORTS is an iconic brand in the realm of football and has revolutionized fan engagement. With PepsiCo’s history and extensive involvement in football and entertainment, our brands are uniquely positioned to push the boundaries of football fandom. This partnership enables us to reach football fans and communities worldwide, and to provide them with experiences that elevate their connection to the beautiful game.”

Meanwhile, David Jackson, vice president of brand at EA Sports FC, said, “For years, PepsiCo’s brands have been delivering memorable moments for football fans, and we’re energised to incorporate that rich heritage into our own experiences as we set forth on this remarkable journey with EA SPORTS FC. We’re proud to partner with PepsiCo to create more unmissable experiences that will undoubtedly captivate fans of the World’s Game.”

Jennifer Lee, the beverage marketing lead of PepsiCo in Malaysia, is named as one of the winners of the ‘Empowered Women in Marketing’. The award-giving initiative, MARKETECH APAC’s Empowered Women Awards 2023, is an inaugural effort by the digital media for women leaders in the industry. 

Jennifer’s stint with PepsiCo Malaysia started with her joining the team in 2019 as a marketing manager. Soon enough, her leadership is elevated to become the company’s beverage marketing lead, a position she’s held for three years now. 

Fusing creative prowess with business intelligence like a true marketing leader 

To have the country’s marketing health of an iconic beverage firm like PepsiCo on your shoulders is already a feat in itself; furthermore, being an inspiring success only speaks volumes about the leadership that has been demonstrated. 

There is so much to be shared about Lee’s accomplishments as the company’s beverage marketing head, but what is worth noting are the brand campaigns she’s previously led that beefed up not just the firm’s brands’ marketing performance but their soft metrics – brand awareness and customer loyalty. 

One would be the brand-building campaign for Tropicana Twister. Lee pulled the stops in relevant consumer and market insights in order to achieve success for the brand through the said campaign. According to the company, the said campaign resulted in a share gain of 3.1% and a remarkable 23% increase in volume uplift compared to the previous year in the Juice category.

Meanwhile, Lee was also the driving force behind the Pepsi Blackout Hour campaign, which utilized gyroscope technology and consumer insights to drive consumption of cola with meals.

A blend of empowering autonomy and supportive guidance 

In a team that inevitably demands cross-functional responsibility, a leader of marketing is given a challenge to continually engage and support team members. Jennifer, at the helm, honours both the value of allowing staff to exercise autonomy, at the same time, giving support that would drive the team to invest efforts in the right direction. 

At the heart of Jennifer’s leadership approach is having a clear and compelling strategic vision for her team and the company. In achieving business objectives, she makes sure to foster a collaborative and inclusive work environment where team members feel valued, heard, and encouraged to contribute their ideas and perspectives. 

Whilst setting clear performance expectations and holding team members accountable for their outcomes Jennifer never fails to recognise contributions and growth and to celebrate the success of her team. 

Leading the charge in diversity & inclusion beyond marketing 

Beyond being a strong advocate for gender diversity and inclusion in the workplace, this is also something Jennifer actively promotes and supports outside the corporate environment. 

As a passion area, Jennifer personally pursues motorcycling and acted as a marshal for bike trips. Similarly a male-dominated area, her empowered leadership and outlook in meaningful endeavours gave way to inspiring more women to take action and grab the lead – with no holds barred. 

Within her bread and butter at the beverage firm, meanwhile, Jennifer has implemented policies and practices that promoted gender equality. These are equal pay, flexible work arrangements, and mentorship programs, which have fostered a culture of inclusivity for women in the workplace.

As she moves forward, Jennifer believes in consistently creating opportunities for women to succeed in male-dominated fields. She comments, “I believe that promoting diversity and inclusivity is not just a moral imperative, but also a business imperative that drives innovation and growth.” 

Check out who else made it to Empowered Women Awards 2023 Winners’ list.

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.