Pepsi goes 'extra' with SB19 and Mimiyuuuh for Pepsi Extra Fizz launch

Pepsi Philippines is turning up the energy around its latest cola innovation, Pepsi Extra Fizz, with a campaign fronted by P-pop group SB19 and digital creator Mimiyuuuh.

Built around the platform #PepsiExtraFizz in partnership with BBDO Guerrero, the integrated campaign positions the new cola as a way for Filipino Gen Zs to make everyday mealtimes louder, bolder and more exciting, highlighting its intense flavour, bursting bubbles and extra fizz.

The campaign launched with a high-energy film featuring SB19 and Mimiyuuuh, before extending across social content, influencer activity, live experiences and earned media.

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The brand brought the campaign to life at the SM Mall of Asia Music Hall on 25 and 26 July, where consumers took part in immersive installations, interactive experiences and live performances.

SB19 also created original music specifically for the campaign, adding its signature sound to the launch film. The group, comprising Pablo, Josh, Stell, Ken and Justin, is among the Philippines’ most internationally recognised P-pop acts today.

Another major campaign moment came with the launch of the Pepsi Extra Fizz Dance Challenge, introduced by Mimiyuuuh and inspired by the campaign film. The challenge gained traction among SB19’s fanbase, A'TIN, helping build online momentum ahead of the official launch.

The campaign’s official audio has since been used more than 16,000 times across social platforms, while the launch also trended on X, formerly known as Twitter.

"We’re incredibly grateful for the overwhelming support shown during the launch of Pepsi Extra Fizz. Seeing thousands of people join us at the event, creators enthusiastically participate in the campaign, and fans immediately embrace the #GoExtra Dance reminds us that Filipinos love experiences they can genuinely be part of. We thank everyone who celebrated this milestone with us and helped make the launch such an exciting start for Pepsi Extra Fizz," said Nicole Villarojo, chief marketing officer at PepsiCo Philippines.

"This launch reflects what makes our long-standing partnership with PepsiCo Philippines so rewarding. Together, we wanted to create something people would participate in, talk about, and genuinely enjoy, from the campaign film and social content to the live activation. Seeing audiences embrace #PepsiExtraFizz from day one is incredibly rewarding for everyone involved," added Angelica Lorenzo, general manager at BBDO Guerrero.

The campaign was delivered through a multi-agency collaboration, with BBDO Guerrero leading creative development, Yellow Brick Media producing the launch activation, Zenith Optimedia handling media strategy and placement, and Castro PR overseeing public relations and earned media.

Pepsi Extra Fizz is now available in stores across the Philippines.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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