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Tag: #GenZMarketing

  • How Gen Z is Transforming Snacks into Expressions of Culture, Identity, and Community

    How Gen Z is Transforming Snacks into Expressions of Culture, Identity, and Community

    How Gen Z Is Turning Snacks into Symbols of Culture, Connection, and Purpose. In today’s hyper-digital world, the traditional rules of consumer engagement are being rewritten by Gen Z—a generation that doesn’t just consume products but curates experiences. For them, snacks are no longer just about taste; they’re also props for content, conversation starters, and cultural signifiers. Whether it’s a bold chip bag featured in a TikTok video or a live shopping stream with a favorite influencer, the modern snack is designed to spark engagement long before the first bite. Recognizing this shift, PepsiCo is reimagining its product strategies in Malaysia to meet Gen Z’s expectations around culture, community, and cause.

    PepsiCo’s approach embraces the concept of the “social snack,” crafting products like Lay’s Double Crunch to suit key Gen Z moments—late-night study sessions, gaming streams, and digital hangouts. With bold flavors and visually striking packaging built for social media, these snacks aren’t just made to be eaten; they’re meant to be shared, seen, and celebrated online. A prime example is the limited-edition UEFA Jumbo Pack featuring football legend Lionel Messi. Launched during a TikTok Shop livestream, the collectible pack generated massive engagement, accounting for 70% of total Gross Merchandise Value in a single session—demonstrating the power of designing products with digital resonance in mind.

    Beyond aesthetics, PepsiCo is investing heavily in digital commerce strategies that align with Gen Z’s online habits. In Malaysia, the brand now hosts 25 livestreaming hours per month, reaching over 30,000 viewers with creator-led content, product drops, and exclusive deals. This digital-native strategy earned PepsiCo the Foodpanda Collaborative Excellence Award, proving that when done right, digital engagement can directly translate into conversion. As Aditya Ahuja, Cluster GM for PepsiCo Foods Malaysia and the Philippines, put it, “We’re not adapting to trends – we’re anticipating behaviors.”

    But the evolution doesn’t stop at digital. Gen Z consumers expect brands to stand for something—and PepsiCo is delivering on that front as well. With initiatives like its partnership with The Assembly Soup Kitchen (TASK) to combat food insecurity in underserved communities, PepsiCo is aligning brand purpose with real-world impact. The company also supports health-conscious lifestyles through reformulated products, such as the Quaker 3-in-1 range with reduced sugar and sodium. Their “Jom Quaker Fit” rewards program turns everyday purchases into wellness opportunities, offering incentives like spa passes and fitness vouchers to encourage healthier living.

    PepsiCo’s connection with Gen Z also runs deep in the cultural fabric of the communities it serves. Football, a unifying passion in Malaysia, has been central to this strategy. Lay’s UEFA Champions League campaign went beyond traditional advertising by creating interactive experiences across 60 locations and engaging more than 80,000 fans. Through games, challenges, and local events, PepsiCo transformed everyday spaces into celebration hubs, building authentic moments of joy and togetherness. This commitment to community-driven engagement is set to continue with the upcoming FIFA 2026 partnership, further embedding Lay’s into the lives of fans who don’t just watch football—they live it.

    As Gen Z continues to shape the future of consumption with every scroll and stream, PepsiCo’s strategy in Malaysia serves as a compelling playbook. It’s a blueprint for how brands can stay relevant by creating experiences that blend purpose with personality, digital with real-world, and consumption with community. In this new era, the snack aisle is no longer just about what tastes good—it’s about what feels right, looks right, and means something to the people who matter most.


  • How Gen Z is Transforming Snacks into Expressions of Culture, Identity, and Shared Values

    How Gen Z is Transforming Snacks into Expressions of Culture, Identity, and Shared Values

    How Gen Z is Turning Snacks into Cultural Symbols of Identity, Purpose, and Belonging. In today’s hyper-digital world, Gen Z is redefining the rules of consumer engagement—and brands like PepsiCo are paying close attention. For this socially connected and value-driven generation, a snack is no longer just a snack. It’s a statement, a digital accessory, and a reflection of their lifestyle and beliefs. Platforms like TikTok and Instagram aren’t just social media—they’re shopping destinations and stages for self-expression. Here, flavor alone isn’t enough. A product must look good in a selfie, align with personal values, and generate likes before it earns a purchase. Recognizing this shift, PepsiCo is no longer simply selling food; it’s curating experiences that resonate with Gen Z’s culture, identity, and digital habits.

    PepsiCo’s approach is exemplified by its launch of Lay’s Double Crunch, an intensely flavored, deep-ridged snack crafted to enhance the moments Gen Z values most—late-night study marathons, gaming sessions, and creative hangouts. The product’s bold packaging is designed for digital impact, built to stand out not only on store shelves but on TikTok feeds and Instagram Stories. The strategy came to life during the launch of Lay’s UEFA Jumbo Pack featuring football legend Lionel Messi. A livestream on TikTok Shop showcasing the pack accounted for a staggering 70% of total Gross Merchandise Value in a single session, proving the power of timely, exclusive, and visually striking content tailored for social platforms.

    But the evolution goes deeper than visual appeal. PepsiCo is turning digital engagement into real conversion, particularly in Malaysia where the company has leaned heavily into livestream commerce. With an average of 25 hours of live selling a month and over 30,000 shoppers reached through interactive sessions and influencer-led product drops, PepsiCo is transforming platforms like TikTok from mere brand awareness tools into engines of direct commerce. This strategic integration of content, commerce, and community recently earned the brand the Foodpanda Collaborative Excellence Award—recognition of its agile and shopper-centric model.

    More than just sales and screen time, PepsiCo is aligning its purpose with the values that matter to Gen Z. The company’s efforts to support local communities and promote wellness are integral to its brand identity. In 2024, PepsiCo collaborated with The Assembly Soup Kitchen (TASK) to distribute 1,000 food packs to underserved communities in Kuala Lumpur’s Chow Kit area. The initiative benefitted refugee students, homeless individuals, and B40 families, reflecting the company’s broader commitment to tackling food insecurity. Globally, PepsiCo has contributed over USD 14 million to the World Food Programme, reinforcing its role in addressing critical social issues.

    Meanwhile, health-conscious choices are shaping the way Gen Z consumes. PepsiCo is reformulating products like the Quaker 3-in-1 range to reduce sugar and sodium, striking a balance between nutrition and taste. Its Jom Quaker Fit programme goes a step further by rewarding consumers with wellness perks—spa passes, gym vouchers, and healthy dining offers—making each purchase a gateway to a healthier lifestyle. This kind of thoughtful innovation reflects how PepsiCo is embedding wellness into the everyday lives of its consumers.

    Equally important is building a sense of belonging. Football, a cultural cornerstone in Malaysia, serves as a unifying passion. PepsiCo tapped into this through its UEFA Champions League campaign, not just with giveaways, but through real-life activations in 60 locations that brought together over 80,000 fans. Through community games and interactive experiences, everyday places became hubs of celebration and connection. These campaigns didn’t just entertain—they fostered shared moments that felt personal and communal. Looking ahead, PepsiCo aims to replicate and scale this success with its upcoming FIFA 2026 partnership, reinforcing Lay’s place at the heart of football-loving communities.

    As Gen Z continues to reshape the consumer landscape with every scroll and click, PepsiCo’s strategy in Malaysia offers a roadmap for brands seeking relevance. By designing with purpose, showing up in the digital spaces Gen Z inhabits, and building campaigns rooted in authenticity and connection, PepsiCo isn’t just keeping up with trends—it’s becoming part of a generation’s everyday culture. As Aditya Ahuja, Cluster GM for PepsiCo Foods Malaysia and the Philippines, puts it: “Today’s generation doesn’t want to be spoken to—they want to be invited in.” And that’s exactly what PepsiCo is doing—one snack, one story, and one shared experience at a time.