Marketing Excellence Awards 2023 Singapore
Pepsi gets messy in latest food-porn style APAC campaign

Pepsi gets messy in latest food-porn style APAC campaign

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Pepsi has launched a new campaign across APAC titled “This is a Pepsi Home” in collaboration with global creative and media agency VaynerMedia. According to Pepsi, it aims to capture people at their most authentic selves when they’re at home, and create a stronger association between Pepsi and meal moments. It also incorporates a current social media vibe around its food photography style. 

The campaign kicks off with a film, followed by a host of social media content, TikTok activation, OOHs, and sampling activities among others. The film showcases the messy, chaotic, and imperfect moments people share when having a meal, from drinks and sauces spilling over, to binge watching Korean dramas, and throwing fried chicken parties with friends. The campaign has dedicated films in Singapore, Malaysia, Thailand and Vietnam. 

It had also uploaded content on its Singapore Instagram account, showcasing messy moments with Pepsi.

pepsi 2 pepsi at home

According to Pepsi, it has always been a brand that prides itself in executing bold and fresh ideas, and this campaign is a big step in trying to do something very different.  Steve Romasanta, PepsiCo’s senior marketing director Asia, said that the brand always aims to capture the spirit of youth in every generation. “This is a Pepsi Home campaign speaks with our core GenZ audience through an authentic and relatable lens. It’s not pretentious and is all about being at home with who you are, especially over mealtimes with Pepsi,” he added.

Meanwhile, Krystle Morais, associate creative director at VaynerMedia APAC said that the campaign has a great strategy around people being their true selves at home.“ If you think about it, your home is one of the few places in the world where nobody can judge you. It’s also a state of mind! We felt like a lot of people could relate to that. We had so much fun tapping into our own personal experiences, bringing this campaign to life,” she said.

Separately, in April, Pepsi Malaysia brought back its spine-chilling horror experience titled "Lost in Karak". Done in collaboration with Livescape and Superdough, the event aimed to be bold with "really cool and innovative digital initiatives", group CEO of Livescape, Iqbal Ameer, told A+M.

Previously, Pepsi had launched its global LOVE IT. LIVE IT. FOOTBALL. campaign in 2018, where it featured stars such as Leo Messi, Toni Kroos, Carli Lloyd and Dele Alli, presumably in support of the 2018 World Cup. The players were featured on limited-edition packaging and out-of-home placements, as well as digital content and a global TVC to be aired in more than 60 markets worldwide. In 2021, Pepsi's #BetterWithPepsi campaign had caught the attention of consumers by using the scrunched up carriers of various burger joints and circling portions of the bag that resembles its logo. Pepsi claimed that all burgers go #BetterWithPepsi. "Even when we are not on the menu, we are always in the picture," the brand said boldly.

Related articles:
Pepsi partners with Messi and other stars for global football campaign
Pepsi MY reboots horror event Lost in Karak with innovative digital twist
#BetterWithPepsi campaign intrigues creative agency heads in SEA

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