For Gen Z, snacks are more than just food they’re content, self-expression, and a reflection of their values. PepsiCo embraces this shift by creating experiences that align with their lifestyle and culture. According to Aditya Ahuja, Cluster GM for PepsiCo Foods Malaysia and the Philippines, Gen Z blends content and commerce, so PepsiCo designs products to be part of both. Lay’s Double Crunch, made for high-energy moments, features bold packaging crafted for social media. Its UEFA Jumbo Pack with Lionel Messi went viral on TikTok Shop, with one livestream generating 70% of total sales.
PepsiCo is also expanding its presence on TikTok, running over 25 livestream hours per month and reaching 30,000+ shoppers through product demos and creator-led promos. This earned them the Foodpanda Collaborative Excellence Award. In response to Gen Z’s health concerns, PepsiCo reformulated its Quaker 3-in-1 with less sugar and sodium, and launched the Jom Quaker Fit rewards program offering spa, gym, and healthy dining deals. The company also supports the community in 2024, they partnered with TASK to distribute 1,000 food packs to underserved groups in Chow Kit, and have contributed over USD 14 million globally to the World Food Programme.
To foster connection, PepsiCo taps into Gen Z’s love for football. Its UEFA campaign brought together over 80,000 fans at 60 locations through games and challenges, turning everyday spaces into shared celebrations. With FIFA 2026 around the corner, PepsiCo is set to deepen this community-driven approach. Their strategy is clear meet Gen Z where they are, speak their language, and be part of their world, not just their pantry. – Tehtariktimes
