In a dazzling display of innovation and engagement, Pepsi Thailand has embarked on a transformative journey to usher in a new chapter for the iconic brand. Partnering with the creative powerhouse VaynerMedia, the beverage titan has rolled out an ambitious campaign titled ‘Thirsty for More’ (‘ซ่าหน่อยมั้ย?’), marking a significant pivot in its brand positioning and visual identity in Thailand. This strategic move is highlighted by a series of immersive activations and the introduction of Kpop sensation Babymonster as the face of the campaign, signaling a fresh and forward-thinking direction for Pepsi.
Central to this brand evolution is an interactive extravaganza set within a sprawling dome, which became the focal point for attendees during its grand unveiling in Bangkok. This immersive dome experience, a first-of-its-kind for Pepsi in Thailand, offers a multi-sensory journey through zones that encapsulate the essence of Pepsi’s revamped identity. Participants have the opportunity to dive into ‘New Era, Same Great Taste,’ a zone that mesmerizes with a dynamic display of ice, water, bubbles, and lights, culminating in a refreshing visual feast. Additionally, the ‘Pepsi Globe’ zone invites visitors to engage in a digital playground, where movement and art converge within a 360º interactive space, further amplifying the campaign’s innovative spirit.
The campaign’s rollout extends beyond the physical installations, with a comprehensive takeover of social and OTT platforms, ensuring the ‘Thirsty for More’ message resonates across multiple touchpoints. Anawat Sangkhasap, chief marketing officer at Suntory PepsiCo Beverage (Thailand) Company Limited, emphasized the brand’s commitment to rejuvenating its image with a modern, playful, and bold aesthetic that resonates with today’s consumers. “We’re stepping into a new era with a stronger and bolder Pepsi vibe,” Sangkhasap stated, highlighting the campaign’s ambition to redefine the brand’s presence in the market.
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Chan Woei Hern, head of creative at VaynerMedia APAC, reflected on the campaign’s broader implications, noting its significance as a cultural and social milestone for Pepsi. “PEPSI: INTO THE NEW ERA is an immersive brand experience that places social engagement, cultural relevance, and a platform for Generation Z at its heart,” Hern remarked, underscoring the campaign’s aim to foster a community of passionate brand advocates.
As Pepsi Thailand continues to roll out this captivating campaign across the nation, the brand sets a new benchmark for how legacy brands can reinvent themselves in an ever-evolving market landscape, promising an exciting future for both new and longtime fans of the beverage giant.
