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.”
