SINGAPORE — Quirky food experiments, spilled soda everywhere, ugly crying with spicy meals, being the only single person at a gathering: these aren’t typical moments you’ll find in the usual glossy beverage commercials, but they happen in real life. That’s why you’ll see them in Pepsi’s new Asia-Pacific-wide campaign, “This is a Pepsi Home.”
Based on the insight that people are their most authentic selves when they’re at home, the campaign’s goal is to create a stronger association between Pepsi and meal moments. These moments might be messy, chaotic, and imperfect, but that’s where Pepsi belongs.
Pepsi collaborated with VaynerMedia, a contemporary global creative and media agency, for this special campaign. “This is a Pepsi Home” aims to break away from the typical family-around-the-dinner-table setting, even incorporating a current social media vibe when it comes to the campaign’s food photography style. It was all about capturing the way people eat in the comfort of their homes while binge-watching K-dramas or throwing fried chicken parties with friends.
Pepsi has always been a brand that has tried bold and fresh ideas, and this campaign is a big step in trying to do something very different for the brand and the category.
“Pepsi has always captured the spirit of the youth in every generation. Our voice like them is all about being fresh, bold, often aspirational but always full of fizz! This is a Pepsi Home campaign that speaks with our core Gen Z 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. We are thrilled about this launch, and look forward to many exciting online and offline activities as part of the campaign,” said PepsiCo senior marketing director Asia Steve Romasanta.
“Pepsi is a dream brand to work on, and we had 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,” added Krystle Morais, associate creative director at VaynerMedia APAC.
The campaign kicks off with an anthem film, followed by a host of social media content, TikTok activation, OOHs, sampling activities, and more.
Watch the full film here: Vietnam, Malaysia, Thailand, and Singapore.
