As Gen Z reshapes consumer culture with every scroll, stream, and swipe, PepsiCo is meeting this generation where they live in content, on platforms, and through values-driven connection. In an age where snacks are not just eaten but featured in selfies, shared in livestreams, and infused with cultural relevance, PepsiCo is leaning into a new way of engaging consumers that goes far beyond flavour.
According to Aditya Ahuja, Cluster GM for PepsiCo Foods Malaysia and the Philippines, Gen Z doesn’t draw a line between content and commerce, or consumption and conversation. “We don’t just sell snacks,” he explains, “we create experiences that connect to culture, values, and a sense of belonging.” This mindset has inspired a wave of innovation, from product design to platform strategy, making snacks as scrollable as they are snackable.
One standout example is Lay’s Double Crunch, crafted to fuel the high-energy moments Gen Z lives for late-night gaming, study marathons, and brainstorming hangouts. Its bold, camera-ready packaging was designed to pop on TikTok and Instagram. In April, Lay’s UEFA Jumbo Pack featuring Lionel Messi took this approach further by making waves on TikTok Shop, where one livestream session generated 70% of the event’s total sales value, proving that exclusivity and digital appeal matter just as much as taste.
PepsiCo’s livestream commerce strategy is also gaining momentum in Malaysia. With 25 hours of livestreaming each month, the brand now reaches over 30,000 shoppers monthly through live selling, creator demos, and timely product drops. This approach earned PepsiCo the Foodpanda Collaborative Excellence Award, recognizing its ability to combine shopper-centric thinking with scale and speed in digital retail.
Yet for PepsiCo, success isn’t just about selling it’s about purpose. That includes tackling food insecurity and promoting healthier choices. On World Food Day 2024, PepsiCo partnered with The Assembly Soup Kitchen (TASK) to distribute 1,000 food packs to underserved communities in Chow Kit, Kuala Lumpur. This local effort aligns with the company’s global mission, which includes contributing over USD 14 million (RM59 million) to the World Food Programme to date.
Responding to the health-conscious mindset of Gen Z, PepsiCo has reformulated its Quaker 3-in-1 range with less sugar and sodium, delivering nutrition without compromising taste. The Jom Quaker Fit rewards programme also transforms purchases into wellness incentives, offering spa passes, gym memberships, and healthy dining deals all designed to speak to a generation that values balance, wellbeing, and digital perks.
Beyond wellness and commerce, PepsiCo is focused on building real community connections. This year’s UEFA Champions League campaign through Lay’s wasn’t just about ticket giveaways it created football-themed experiences across 60 locations, engaging over 80,000 fans with games, challenges, and pop-up activities that turned everyday places into celebration zones. These efforts deepen the brand’s presence not just in media feeds but in real-life moments, cementing Lay’s as part of Malaysia’s football culture.
Looking ahead to the FIFA 2026 partnership, PepsiCo is doubling down on community-based storytelling. As Aditya Ahuja notes, “Gen Z doesn’t want to be spoken to. They want to be part of something. We’re not just placing our products in their lives we’re inviting them into the story.”
PepsiCo’s approach in Malaysia provides a blueprint for brands aiming to stay relevant in the eyes of Gen Z: embrace digital culture, align with shared values, and create spaces where consumers feel seen, heard, and connected. From social snacks to purposeful platforms, PepsiCo is redefining what it means to belong in the pantry and far beyond.
Through the Jom Quaker Fit programme, consumers who purchase any Quaker product and upload their receipt via QR code can redeem wellness rewards such as spa vouchers, fitness sessions, or healthy dining promos. Shopee shoppers spending RM50 or more on Quaker’s official store also stand a chance to win Touch ‘n Go eWallet credits. Full details are available on the Jom Quaker Fit Club website.
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