For Gen Z, snacking is more than a moment of indulgence it’s a cultural statement. In a world where a pack of chips can double as a style accessory or a livestream centerpiece, PepsiCo is meeting the next generation of consumers where they are: on-screen, in community, and through shared purpose.
“Gen Z doesn’t separate content from commerce, or consumption from conversation,” said Aditya Ahuja, Cluster General Manager for PepsiCo Foods Malaysia and the Philippines. “We don’t just think in terms of snacks. We think in terms of experiences that resonate with their values, identity, and sense of community.”
The Rise of the Social Snack
PepsiCo’s innovation approach is tailored for a generation that scrolls before it shops. Products like Lay’s Double Crunch and the UEFA Jumbo Pack featuring Lionel Messi are designed with both flavour and feed appeal in mind built to stand out not only on shelves but also in social media feeds.
In April, the Messi-themed Jumbo Pack took centre stage during a TikTok Shop livestream, which alone drove 70% of the session’s total GMV. The limited-edition pack and exclusive livestream event underscored the power of creating snack moments that are timely, shareable, and culturally relevant.
From Engagement to Conversion
PepsiCo’s digital commerce strategy in Malaysia is redefining how brands drive both reach and revenue. With a growing presence on TikTok, the company runs 25 livestream hours per month, engaging over 30,000 Gen Z shoppers through creator-led demos, real-time selling, and high-impact product drops.
These efforts, complemented by targeted quick-commerce bundles and special partnerships, earned PepsiCo the Foodpanda Collaborative Excellence Award, recognizing its innovative and scalable digital engagement model.
“We’re not just reacting to trends we’re designing ahead of them,” said Ahuja. “By understanding Gen Z’s behaviours and values, we’re turning platforms like TikTok into engines for commerce and culture.”
Purpose as a Brand Driver
Gen Z values brands that stand for something real. PepsiCo’s commitment to community in Malaysia is evident in both action and advocacy. In 2024, the company marked World Food Day by teaming up with The Assembly Soup Kitchen (TASK) to distribute 1,000 food packs to vulnerable communities in Kuala Lumpur’s Chow Kit district. This local initiative aligns with PepsiCo’s global mission to fight hunger, including over USD 14 million (RM59 million) contributed to the World Food Programme to date.
PepsiCo is also responding to growing demand for health-conscious choices. The Quaker 3-in-1 range has been reformulated with less sugar and sodium, and the Jom Quaker Fit rewards programme links every purchase to lifestyle perks including spa access, gym vouchers, and healthy dining deals transforming everyday habits into feel-good wins.
Building a Culture of Belonging
Beyond commerce and content, PepsiCo is cultivating connection. Football one of Malaysia’s most powerful cultural unifiers served as the heart of Lay’s UEFA Champions League campaign, which went beyond giveaways to create real-world, community-driven celebrations across 60 locations, uniting over 80,000 fans through interactive games and shared experiences.
With the FIFA World Cup 2026 on the horizon, PepsiCo is deepening this approach embedding its brands within communities that don’t just consume content but co-create culture.
“Gen Z doesn’t want brands that speak at them they want brands that show up, join in, and add value,” said Ahuja. “By aligning with what they care about, we’re not just marketing we’re making meaning.”
Looking Ahead
As Gen Z continues to shape the future of consumer behaviour, PepsiCo’s strategy in Malaysia provides a model for relevance in a new era one where brands are not just consumed, but experienced, shared, and lived. From purpose to packaging, content to commerce, PepsiCo is building a future where snacks create belonging not just buzz.
