How PepsiCo Is Winning Over Gen Z in Malaysia
June 18, 2025In today’s digital age, where live streams double as shopping malls and snacks double as selfie props, the rules of consumer engagement have changed—especially for Gen Z. For this new wave of shoppers, flavour alone isn’t enough. They want products that look good, connect with their values, and can earn a like before a purchase.
PepsiCo sees this shift not as a disruption, but as an opportunity to innovate.
“Gen Z doesn’t separate content from commerce, or consumption from conversation,” said Aditya Ahuja, Cluster GM for PepsiCo Foods Malaysia and the Philippines. “So we don’t just think in terms of snacks. We think in terms of experiences that resonate across their culture, values, and community.”
The Rise of the Social Snack
PepsiCo is in charge of creating what could be called the social snack — products built for sharing, scrolling, and storytelling. Just look at Lay’s Double Crunch. With its bold, deep-ridged texture and intense flavours, it was designed for more than taste — it’s made for moments Gen Z lives for, like late-night study breaks or livestreamed gaming marathons. Its eye-catching packaging was created to pop on platforms like TikTok and Instagram.
This strategy reached new heights with the UEFA Jumbo Pack, featuring football legend Lionel Messi. It became a hit during a TikTok Shop livestream, driving 70% of total GMV (Gross Merchandise Value) in just one session. That’s the power of designing products that feel timely, exclusive, and shareable.
Turning Attention into Action
But it’s not just about looking good online. PepsiCo’s approach to digital commerce in Malaysia is all about being where Gen Z shops — and that means TikTok. With 25 livestreaming hours a month and over 30,000 shoppers reached, PepsiCo is proving that livestreams and creator-led demos can be powerful conversion tools.
Strategic partnerships and bundle drops have helped boost engagement even further. Their success even earned them the Foodpanda Collaborative Excellence Award for turning fast-moving trends into meaningful growth.
“We’re not just chasing trends — we’re anticipating behaviours,” Aditya added. “We design with purpose, not gimmicks. That’s how we’ve transformed TikTok from just an awareness tool into a full-fledged commerce engine.”
Purpose with Impact
Today’s consumers want more than a good product — they want to see brands making a real impact. PepsiCo understands this and is backing up its campaigns with meaningful initiatives.
To mark World Food Day 2024, PepsiCo teamed up with The Assembly Soup Kitchen (TASK) to deliver 1,000 food packs to underserved communities in Chow Kit, Kuala Lumpur. This initiative benefited refugee students, the homeless, and B40 families — reflecting PepsiCo’s global commitment to ending food insecurity, which has seen contributions of over USD 14 million to the World Food Programme.
At the same time, PepsiCo is evolving its products to match healthier lifestyles. Its Quaker 3-in-1 range now has reduced sugar and sodium. And through the Jom Quaker Fit programme, consumers can earn gym passes, spa vouchers, and healthy meal deals — turning every purchase into a step toward wellness.
