For Gen Z, snacks are more than just food they’re a way to express identity, values, and lifestyle. PepsiCo is keeping up by creating experiences that connect with young consumers through content, community and purpose. Products like Lay’s Double Crunch and its UEFA Jumbo Pack featuring Lionel Messi are designed to stand out on platforms like TikTok, turning snacks into shareable moments. With over 25 hours of livestream content monthly and 30,000+ shoppers engaged, PepsiCo’s digital strategy is driving both hype and sales, earning them the Foodpanda Collaborative Excellence Award.
Beyond the screen, PepsiCo is making a difference in the real world too. In 2024, it partnered with The Assembly Soup Kitchen to distribute 1,000 food packs to underprivileged communities in Kuala Lumpur. It also supports healthier choices through its Quaker 3-in-1 range, now with less sugar and sodium, and the Jom Quaker Fit rewards programme where purchases unlock spa passes, gym vouchers and healthy dining deals. Online shoppers can also win Touch ’n Go eWallet credits by spending RM50 or more.
PepsiCo continues to build belonging through campaigns like the UEFA Champions League activations, uniting 80,000 fans in 60 locations with games and community events. With FIFA 2026 coming, the brand aims to stay deeply rooted in what Gen Z cares about from football to food, and everything in between. – Tehtariktimes
