Snacks have entered a new era—no longer just products on a shelf, but cultural assets designed to live in social feeds, spark conversations, and deliver values that align with a generation driven by purpose. At the center of this shift is PepsiCo, whose forward-thinking playbook is reshaping the way consumer goods connect, sell, and matter to Gen Z.
With this demographic quickly becoming the dominant force in global purchasing power, the food and beverage giant is doing more than chasing trends—it’s rearchitecting its entire engagement model to function at the speed, style, and sensitivity of the TikTok generation.
“Gen Z doesn’t separate content from commerce, or consumption from conversation,” says Aditya Ahuja, Cluster GM for PepsiCo Foods Malaysia and the Philippines. “So we don’t separate snacks from experiences either.”
From Brand Building to Platform Thinking
Where legacy brands once focused on product-centric marketing, PepsiCo is building around platform ecosystems—blending media, e-commerce, and real-world engagement into a seamless cycle that feeds relevance and drives action.
This philosophy was demonstrated through Lay’s Double Crunch, a snack launched with more than just flavor in mind. The deep-ridged chips were made to match the intensity of gaming streams and study marathons, while the packaging was intentionally designed for impact on TikTok and Instagram.
Its UEFA Jumbo Pack featuring Lionel Messi took that approach a step further—creating collectible buzz and delivering 70% of campaign GMV in just one livestream session on TikTok Shop.
This isn’t traditional marketing—it’s snack-as-social-object, engineered to travel across platforms and inspire participation.
Data-Informed, Creator-Led Commerce
PepsiCo’s success in Malaysia is backed by strong execution on livestream and creator commerce—areas where many traditional players still lag. The company has invested heavily in building a digital-first commerce layer that runs natively on platforms like TikTok.
Currently, it hosts 25 hours of livestreaming monthly, engaging more than 30,000 active shoppers through creator demos, limited drops, and time-sensitive offers.
The results have earned industry accolades such as the Foodpanda Collaborative Excellence Award, recognising the company’s ability to merge creativity with operational excellence in digital retail. Whether through quick commerce bundles or gamified snack drops, PepsiCo’s model is geared toward converting entertainment into transaction.
“We don’t rely on viral luck,” said Ahuja. “Everything is designed with intent—from product to platform, from purpose to payoff.”
Values as a Strategic Growth Driver
More than just chasing visibility, PepsiCo is leaning into values-based branding—an area that resonates powerfully with Gen Z consumers who buy with both emotion and ethics.
In 2024, PepsiCo partnered with The Assembly Soup Kitchen (TASK) to address food insecurity in Malaysia, distributing 1,000 food packs to refugee children, B40 families, and the homeless in Kuala Lumpur’s Chow Kit district. It’s one facet of a larger mission, which includes over USD 14 million donated to the World Food Programme globally.
Simultaneously, its Quaker brand is making health more accessible. The Quaker 3-in-1 range now contains less sugar and sodium, and its Jom Quaker Fit rewards programme transforms every purchase into an entry point for wellness perks—from spa passes to gym access and healthy meals. Online shoppers spending RM50+ can even win Touch ‘n Go credits.
Activating Culture, Not Just Campaigns
PepsiCo understands that cultural participation drives brand affinity. It’s why football—not just snacks—played center stage in this year’s UEFA Champions League campaign, which activated 60 locations across Malaysia and attracted over 80,000 participants through games, giveaways, and communal viewing events.
By anchoring its strategy in moments of shared belonging, PepsiCo moves beyond sponsorship into true cultural co-creation—setting the stage for even bigger activations ahead of its FIFA 2026 partnership.
“We’re not interrupting their feed—we’re becoming part of their lifestyle,” Ahuja explained.
The Takeaway for Business Leaders
PepsiCo’s playbook in Malaysia is a masterclass in strategic innovation for Gen Z engagement. It integrates:
- Platform-native commerce (TikTok, Foodpanda, Shopee)
- Purpose-driven branding (CSR, reformulated health offerings)
- Experience-centric marketing (community events, fandom-based activations)
And most critically, it views every product not just as a good to be sold, but as a conversation starter, a value statement, and a digital-first cultural artifact.
For brands eyeing sustainable relevance in a post-TV, post-banner, post-traditional world, PepsiCo isn’t just riding the Gen Z wave—it’s helping shape it.
[INFO BOX: How Jom Quaker Fit Works]
→ Buy any Quaker product
→ Scan the QR code to sign up
→ Upload your receipt
→ Redeem spa vouchers, gym packages, healthy meals
→ Online spenders on Shopee (RM50+) also qualify for Touch ‘n Go eWallet rewards
More at the Jom Quaker Fit Club website.
