For marketers, the market presents significant opportunities to engage increasingly omnichannel shoppers who move seamlessly between physical stores, social commerce platforms, online marketplaces, and brand-owned channels. 

At the same time, retailers are investing in technologies such as artificial intelligence, data analytics, cloud infrastructure, and automation to enhance customer experiences, optimise operations, and improve supply chain efficiency.

Within the backdrop of a constantly evolving retail and e-commerce landscape in the country, MARKETECH APAC and UpTech Media have joined forces to launch the second edition of the Retail & E-Commerce Innovation Marketing & Tech Summit: Philippines 2026 conference.

The event, happening on 10 September 2026 at Shangri-La The Fort, Manila, offers a sophisticated mix of high-level strategy and practical insights—from dynamic panels to high-impact keynotes. Moreover, the event will also deep dive into the innovative strategies and transformative technologies shaping the country’s rapidly evolving retail and e-commerce landscape.

The first lineup of speakers for the Retail & E-Commerce Innovation Marketing & Tech Summit: Philippines 2026 conference include:

• Hannah Pacaba, AVP, Marketing and Channels Revenue at Cocopan
• Beverly Maddul, Head of Performance Marketing and Customer Lifecycle Management at Concepcion Industrial Corporation
• Wendy Talan, Head of Ecommerce at Diageo
• Katrina Lee-Chua, Assistant Vice President Strategy & Insights and Digital at McDonald’s Philippines
• Giann Vega, E-Commerce Head & Digital Data Transformation Lead at PepsiCo

The Retail & E-Commerce Innovation Marketing & Tech Summit: Philippines 2026 is the second iteration of said conference in the Philippines under the Retail & E-Commerce Marketing & Tech Summit series. The first one was held on 12 August 2025 at Shangri-La The Fort, Manila, and united industry leaders, marketing experts, and tech innovators in exploring the latest trends, strategies, and technologies driving the evolution of retail and e-commerce in the region.

For more information on the summit, visit the official event page HERE.

For speaking opportunities, contact Rachele Ciabal at [email protected].

For sponsorship opportunities, reach out to our sales team at [email protected].

For registration queries, contact Rizza Mae Escio at [email protected].

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The initiative forms part of the brand’s broader effort to refresh its global image while appealing to younger consumers. According to the company, the new platform highlights the role of small, everyday moments of happiness and positions the beverage as part of those experiences.

The updated design, developed internally by the PepsiCo Design and Innovation team, incorporates a retro-modern aesthetic intended to resonate with Gen Z audiences. The visual identity features bold typography, vibrant colors drawn from Mirinda’s established palette, and large fruit graphics that appear across cans and labels.

Design elements include semicircle shapes that echo the form of a smile, creating a consistent visual language across the brand’s different flavor variants. The logo has also been updated to present what the company describes as a more youthful interpretation while retaining its recognizable characteristics.

Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, commented: “Mirinda has always stood for original self-expression, and we are now bringing that spirit to life through a global movement that feels fresh, playful and relevant. In a world of busy days and constant noise, sometimes a simple reason to smile can go a long way. Through our new visual identity and Smile Please platform, we are inviting you to pause, refresh and choose a moment of joy.”

As part of the platform, Mirinda is also launching “Smile Chain,” an influencer-led digital activation designed to encourage users to share and spread positive moments online.

The “Smile Please” platform is set to roll out across Mirinda’s international markets beginning this week, with activations planned in India, Pakistan, China, and Uganda, followed by Vietnam and additional markets across Europe and the Middle East.

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This evolution was the focus of the recent ‘AI Visibility: The Future of Content & Paid Media’ forum, where about 100 industry leaders gathered to explore how Large Language Models (LLMs) are fundamentally upscaling modern marketing systems.

“AI isn’t coming for the Philippines. It’s already here,” said Fe Husaint, Greenpark’s Managing Director, as she kick-started the event.

“I want to give you this number:42.4%. That’s the percentage of internet users in the Philippines who use ChatGPT every single month. That’s nearly double [the] global average,” underscored Fe.

Marking a first in the industry, this AI Visibility event served as a landmark gathering in the Philippines. The rest of the forum explored how winning on visibility is shaping the future of content and paid media.

The thinking part: Four Cs and the new AI playbook

Ian Colvin, Greenpark’s Partner and Chief Strategy Officer, opened with a view of the current landscape. He introduced the idea of  “the great transition,” emphasising the need to understand what has changed.

While largely trial-and-error, the former model was straightforward: traditional search and cookies fueled the growth of e-commerce. Ian emphasized that these were largely unbranded searches—until the landscape grew more complex.

From traditional search to social and marketplace search, he highlighted how all three help brands penetrate consumer journeys.

“Penetration is how brands grow, but let’s face it. There are still too many clicks. Forward clicks. Back clicks. Too many cookie policies to accept, reject, or customize.”

Ian noted that while LLMs are being used extensively in every stage of the funnel, adoption isn’t happening at the same pace. He also underscored that ranking in organic search “doesn’t really matter now.”

With this, he underscored the rise of AI-driven search responses, noting that nearly one in three Google searches in the Philippines now surfaces an AI-generated answer before traditional results. He urged brands to assess whether they are appearing in these AI-powered results, warning that this could reach around 60% of search results within 12 to 18 months.  

From this point, Ian highlighted that digital discovery has changed. For brands, he stated, “If you don’t know where you are, you need to find out.”

This led to his discussion on a new set of rules. To make sense of this, he mapped out the “Four Cs” of the visibility formula and how to maximize AI visibility.

• Core. Ian described this as the ultimate source of truth. This means that brands must clearly define their website and the corresponding products, with all the detailed information about them. 
• Credibility. With this, he emphasised that the days of keyword stuffing are gone. He noted that citation-targeted digital PR is more essential.  By ensuring that the content is factual and informative, consumers can easily find information on what the brand is really about.
• Culture. The way to influence culture, Ian mentioned, is through creatives, ones that are trusted, set the right conversation about the brand, and use real language to describe products. 
• Commerce. With this, Ian encapsulated the necessity of product visibility in transactional spaces, optimizing the Product Detail Page (PDP), refining product details, and leveraging consumer reviews to build trust. He also shared how this shift is already entering beta through AI-driven advertising, where “contextual relevance” is replacing traditional clicks. 

To stay competitive, brands must now audit their “AI visibility” by monitoring share of voice and sentiment through specialized tools like OPTIQ powered by Greenpark. Ultimately, he stated, success in the AI search ecosystem requires a data-driven framework that balances credible digital assets with optimized commerce touchpoints.

The feeling part: Scaling personalisation through the human lens

While Ian’s talk summarized the “thinking part,” Jim Guzman, Digital Director at Unilab, kick-started his session by emphasizing the “feeling” part.“AI is a shift we can no longer ignore. AI is not just changing the way we do content marketing, as far as my expertise is concerned, but essentially everywhere,” highlighted Jim.

Elaborating on how they navigate content marketing at Unilab, Jim noted, “With the noise right now on the internet, it’s very important that every piece of content you put out there is click-baity. Otherwise, you miss that one-second opportunity to get noticed.”

Moreover, AI integration for Jim is not merely a technical upgrade but a structural shift in how the pharmaceutical giant communicates with its vast consumer base.  By utilising AI for SEO and dynamic creative optimisation, Unilab can customise messaging based on specific audience behaviours, tailoring everything from landing pages to calls-to-action (CTAs).

Beyond creative production, AI also serves as a critical diagnostic tool within Unilab’s workflow, as shared by Jim. The technology is used to analyse which content successfully drives engagement and conversion.

“It helps us serve these insights faster than manual reporting and recommend what to scale, tweak, or stop,” he explained.

Addressing industry-wide anxiety regarding job security, Jim urged marketers and agency partners to view AI as an accelerator rather than a threat. While the technology handles the heavy lifting of data and execution, he maintained that the “human lens” remains irreplaceable for high-level strategy and emotional resonance.

“AI won’t replace humans. But if you don’t use AI, you will be replaced by humans using AI,” he emphasised.

The visibility roadmap: Navigating the intersection of scale, human judgment

To cap off the event, Giann Vega, E-Commerce Head and Digital Data Transformation lead at PepsiCo, and Leandro Ignacio, Head of Digital Consumer Experience at Nestlé Nutrition, joined Ian in a panel discussion.

The panel discussed the shift in search behavior, with Leandro noting that “the internet became more of a concierge, an assistant, something that answers your needs,” and Ian adding, “AI assistance is already helping you make all of these research practices available to you.”

Addressing trust in AI, the panelists highlighted concerns about biases and credibility. Ian remarked, “trust remains the great wall for AI,” while Giann noted that “AI recommends the brands it trusts,” emphasizing the importance of brands establishing authoritative content: “since we’re talking about recommendation, how do you become unignorable? How do you make sure that your content is what AI reads and cites?”

To close the discussion, each emphasised the importance of adapting to AI-driven metrics and digital trust signals. 

Ian stated, “When we do a visibility audit, we identify the top cited sources influencing results for your product or category.”

Giann added that success now also measures consumer happiness, highlighting that traditional metrics are shifting towards “stronger visibility, better quality of conversion” driven by AI.

Moreover, the conversation illustrated that the future of Philippine marketing lies in moving beyond the novelty of AI toward a sophisticated, visibility-centric strategy. As digital discovery transforms from a linear search process into a conversational, concierge-like experience, the “Four Cs: Core, Credibility, Culture, and Commerce, provide a critical roadmap for brands to remain “recommendable” in an automated world. 

It can be concluded that true AI visibility is found at the intersection of AI-powered scale and irreplaceable human judgment. By optimizing for citations and sentiment rather than just keywords, brands can ensure they don’t just appear in the results, but consistently emerge as the trusted, AI-validated answer to the consumer’s intent.

Optimize Your Brand for the AI Era

Is your brand ready to be the first answer in an AI-driven world? From AI visibility audits to content strategies that build digital trust, Greenpark helps brands navigate this new frontier of discovery.

Contact Greenpark today for a complimentary consultation for your brand. Write ‘APACWinInAI’ in the enquiry section and discover how to master the future of AI visibility.

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The initiative brings together the brand’s longstanding involvement in football, spanning major tournaments such as the UEFA Champions League and entertainment-led events like the Kick Off Show presented by Pepsi, alongside grassroots and community engagements.

According to the company, the platform is designed to reflect how football extends into everyday life, encompassing pre-match anticipation, fan rituals, and post-match conversations. It seeks to highlight how the sport fosters communities shaped by shared beliefs, rivalries, and traditions across different regions.

Pepsi Football Nation will consolidate the brand’s football-related activities under a single global framework, with a focus on cultural expression as much as on-the-pitch performance. The platform will showcase elements of fandom such as chants, long-standing traditions, and social interactions that define the fan experience.

The initiative will also feature a roster of international football players, positioned as figures who influence both sporting performance and broader culture.

Eugene Willemsen, chief executive officer, international beverages at PepsiCo, says: “For more than five decades, Pepsi has been at the heart of global football culture, bringing the game beyond the pitch and into the worlds of music, entertainment and fandom. As football continues to grow and attract more diverse audiences, our opportunity is not only to show up in the sport, but to elevate the emotional energy that makes it unforgettable.”

He added, “Pepsi Football Nation is our next step: a platform that celebrates the passion, personality and shared experiences that unite fans everywhere. It reflects our commitment to driving cultural impact and creating deeper connections with consumers around the world.”

As part of the rollout, Pepsi Football Nation will be activated through digital and social content, creator and influencer collaborations, and storytelling inspired by football chants and music. The platform will also extend into retail through in-store and on-pack activations, as well as food and beverage moments linked to matchday experiences.

The company said the initiative aims to create a connected ecosystem that mirrors how fans engage with football across different touchpoints, combining global reach with localised expressions of the game.

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First introduced last year, the campaign encourages Malaysians to turn everyday acts of kindness into tangible community impact. For 2026, the initiative expands in scope through a collaboration with Epic Homes under Project 100, which supports the construction of safe homes for underprivileged families, including Orang Asli communities across Malaysia.

According to the companies, this year’s campaign builds on the momentum of the previous edition by focusing on longer-term infrastructure support. In addition to providing homes and shelter, the initiative aims to improve access to clean and reliable water through basic piping systems, and create safer spaces for children and families.

“At the core of ‘Multiply the Goodness’ is the belief that small actions, when multiplied, can create lasting change,” said Syahriza Badron, managing director of THE SHOUT GROUP. “After seeing how strongly people responded last year, the challenge was to take the platform further, moving from moments of giving to outcomes that communities can rely on for years to come.”

“This year’s campaign builds on the momentum of ‘Multiply the Goodness’ by deepening our focus on meaningful, lasting impact,” said Jennifer Lee, head of marketing at PepsiCo. “Guided by pep+, our strategic framework to drive positive action for people and the planet, we are partnering with Epic Homes to support initiatives that go beyond immediate relief — helping families gain stability, dignity and a place they can truly call home.”

Public participation remains a core element of the campaign, with a digital chatbot-led activation inviting Malaysians to take part in simple actions designed to contribute to the broader initiative. The approach is intended to reinforce the idea of collective participation, positioning festive giving as an ongoing effort rather than a one-off seasonal activity.

With the expanded 2026 edition, Tropicana Twister and THE SHOUT GROUP aim to further develop the festive platform into a long-term initiative centred on sustained community impact beyond the Ramadan and Raya period.

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According to PepsiCo, the partnership expands on its existing involvement in Formula 1 and aims to integrate the brands across different areas of the team’s operations, including performance support and fan engagement.

Gatorade, which is marking its first formal involvement in the F1 paddock, will contribute hydration and performance expertise through the ‘Gatorade Sports Science Institute’. The company also noted the physical demands on drivers, highlighting that competitors can lose significant body weight through sweat during a race. Gatorade’s involvement will include a customised hydration strategy for the team.

Mercedes-AMG PETRONAS drivers George Russell and Kimi Antonelli will also feature in fan engagement initiatives connected to the partnership. Russell has established himself as one of the sport’s leading drivers, while Antonelli has attracted attention for his rapid progression through the motorsport ranks.

Moreover, Sting, described by PepsiCo as a leading energy drink in several markets, including India, Pakistan, Vietnam, and Egypt, will also be incorporated into the partnership. The company said the brand’s presence will focus on younger audiences and expanding fan interaction during race weekends.

On the other hand, Doritos will participate through fan-focused activations and marketing initiatives linked to races. PepsiCo stated that the brand’s involvement is intended to enhance the fan experience through global activation rights and themed content.

Commenting on the agreement, Eugene Willemsen, chief executive officer, International Beverages at PepsiCo, said, “This partnership unites performance, energy, and flavor under one banner – connecting three of PepsiCo’s most iconic brands with the world’s most successful Formula 1 team. Through Gatorade, Sting, and Doritos, we’re inside the culture of the sport, fueling both the athletes and the fans who live for the thrill of F1.”

He added, “Partnering with Mercedes-AMG PETRONAS Formula 1 Team reflects our shared commitment to performance, innovation, and excellence – values that define both our organizations.”

Toto Wolff, team principal & chief executive officer of the Mercedes-AMG PETRONAS F1 Team, added, “Welcoming a company with a portfolio as strong as PepsiCo’s into our partner ecosystem is another sign of the strength of our team and our sport. As a brand, they align perfectly with our ethos of chasing ultimate performance through innovation and excellence.”

Toto also emphasised, “Gatorade’s expertise in sports science, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique. Together, they create a partnership that not only supports our team’s performance but also enhances the experience for our fans around the world.”Moreover, Richard Sanders, chief commercial officer of the team, said, “We’re delighted to welcome PepsiCo to the team. Their expertise in this sector will help us deliver great experiences for our guests and fans at the track and beyond. It’s a partnership that adds real value to how we operate day-to-day and how we connect with people around the world.”

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Founded through the merger of Pepsi and Lay’s in 1965, PepsiCo has expanded into a portfolio of more than 500 brands, including Tostitos, Gatorade, Quaker, Siete and poppi. The company today employs more than 300,000 people and operates in markets worldwide.

The redesign includes a new logo, colour palette and custom typeface, which PepsiCo said are meant to represent its values and its ambition to show greater cohesion between its corporate identity and its consumer-facing brands.

Explaining the rationale for the change, PepsiCo Chairman and CEO Ramon Laguarta said, “Our new identity boldly reflects who we are in 2025: a company with expansive reach, aiming for positive impact across the globe and an unmatched family of beloved food and drink brands.”

The company said the refreshed identity puts consumer centricity and sustainability at its core, drawing visual inspiration from natural colour tones and incorporating a smile motif linked to PepsiCo’s mission statement, “Food. Drinks. Smiles.”

Meanwhile, Jane Wakely, chief consumer and marketing officer and chief growth officer, international foods at PepsiCo, added, “Our refreshed corporate brand is a beautiful expression of both who we are as a company today and our aspiration for the future — reflecting our wide portfolio of beloved foods and drinks brands. By putting smiles at the heart of our visual identity, we’re signalling our obsession with consumers, and that obsession fuels our growth.”

The new corporate identity will be rolled out in phases worldwide, beginning with a redesign of PepsiCo.com and the company’s social channels, followed by packaging, signage, and other brand touchpoints over time.

Earlier this year, one of PepsiCo’s brands, Lay’s, also went through a brand revamp, which emphasised its use of quality ingredients and the origin of its products. They also added that the refresh builds on its heritage and connection to family farms that supply potatoes for its chips.

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To mark the return, PepsiCo and Leo Indonesia have released a horror-comedy (hor-com) themed ad titled ‘Mischief: It’s a Family Thing’. The short film plays on Indonesians’ love for horror movies but with a humorous twist. 

It features two teenagers caught in a scary movie moment when a mysterious hand reaches for their beloved Cheetos — only to reveal Dad as the real culprit. But Dad’s sneaky plan to steal the snack backfires, proving that in this family, mischief is a shared trait.

“This campaign embraces the unexpected and pure fun that you can expect with every bag of Cheetos. It’s a pure-hearted, mischievous story that beautifully delivers a playful product experience,” said Rika Sandi, marketing director at PepsiCo Indonesia.

Meanwhile, Hanussa Hamzah, senior marketing manager at PepsiCo Indonesia, added: “With Mischief is back, I love that we’re providing a moment of pure entertainment without losing the role of the brand, which sits at the very heart of the story.”

Lastly, Ravi Shanker, chief creative officer at Leo Indonesia, explained the idea behind the cheeky comeback. “Research suggests that genetics can influence personality traits — even mischief. Cheetos celebrates mischievousness, and with this campaign, we embraced the playful side of families where mischief runs in their DNA.”

The campaign taps into Indonesia’s booming horror movie scene — horror films made up around 60% of Indonesian productions in 2024 — by combining pop culture and humour to bring Cheetos back into living rooms and family moments. The relaunch extends beyond TV with activations on social media, in-store promotions and more, all aimed at sparking playful moments of snack-stealing mischief among family and friends.

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The agreement aligns two of the world’s most recognisable entities, merging the high-octane energy of Formula 1 with PepsiCo’s extensive product portfolio, including Sting Energy, Gatorade, and Doritos. With Formula 1 boasting more than 820 million fans worldwide and PepsiCo’s footprint in over 200 markets, the collaboration offers unprecedented potential to connect with diverse audiences across the globe.

As part of the deal, PepsiCo will roll out immersive fan engagement initiatives beyond the race tracks, such as on-pack promotions, digital content, and interactive brand experiences in Formula 1 Fan Zones. The agreement also includes rights for limited edition, co-branded products to bring the sport closer to fans in everyday settings.

Sting Energy, PepsiCo’s flagship energy drink brand, has been named the Official Energy Drink of Formula 1. Known for its rapid growth in key regions such as India, Pakistan, Egypt, and Vietnam, Sting aims to leverage the sport’s growing popularity to fuel further global expansion.

Gatorade will become the Official Partner of the F1 Sprint, beginning with the Spa-Francorchamps event later this year. The world’s leading sports hydration brand will be featured at key Sprint events in Austin, São Paulo, and Qatar. With Sprint weekends drawing television audiences approximately 10% larger than standard race weekends, the partnership places Gatorade at the center of Formula 1’s fastest-growing format.

Doritos also joins the roster as the Official Savoury Snack Partner of Formula 1, bringing bold flavor to the bold world of motorsport. The brand will enjoy global activation rights, engaging fans at races and through at-home experiences.

PepsiCo’s involvement will extend to F1 Academy, Formula 1’s initiative to support and promote young female talent in motorsport. Further details on that partnership are expected to be announced soon.

Beginning in 2026, PepsiCo’s broader beverage and snack portfolio will be featured across all Formula 1 Grands Prix, with exclusive pouring and supply rights. The company also plans to roll out themed retail promotions, including special packaging and point-of-sale displays, to further solidify its presence within the F1 ecosystem.

This partnership arrives as Formula 1 celebrates its 75th anniversary and continues to push into new cultural and lifestyle spaces, reflecting the sport’s rapid global growth and mainstream appeal.

Formula 1 President and CEO Stefano Domenicali praised the alliance, calling it “a sparkling union that will bring together tradition and innovation, generating excitement, entertainment and unforgettable experiences for our fans and customers around the world.”

Meanwhile, Eugene Willemsen, CEO of PepsiCo International Beverages, added, “This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences… Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond.”

The partnership marks a new chapter in Formula 1’s commercial evolution and reinforces PepsiCo’s commitment to expanding its global influence through sport, lifestyle, and entertainment. It is worth noting that this is one of many partnerships Formula 1 have formed, which included brands and companies such as Disney, PwC, Barilla, LVMH, LEGO, and KitKat.

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