Pepsi proves actions speak louder than words in new brand platform

In a world where every brand claims to taste the best, PepsiCo is approaching the taste conversation differently by showing customers how good Pepsi is, instead of telling them. 

In a category flooded with crave-worthy product shots and bold taste claims, PepsiCo is flipping the script by shifting from brand-driven statements to consumer-captured reactions, making great taste something that can be seen, not just hear about.

In its new brand platform "You can't hide great taste", Pepsi captures the pure, unfiltered expressions of joy people exhibit when they take a sip of Pepsi. The campaign aims to tap into a simple, universal truth that when something tastes incredible, your face says it all. 

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At the heart of the campaign is a visual cue, the "taste face", described as the split-second, involuntary expression of bliss that happens when someone experiences something truly delicious, according to a statement from PepsiCo.

The campaign zooms in on the split-second moment when taste turns into pure, unfiltered enjoyment, visualising flavor in a way that’s instinctive, spontaneous, and universally understood. 

According to the brand, the campaign is a dynamic, long-term brand platform built to evolve alongside Pepsi’s future product launches. Through a steady stream of content, strategic collaborations, and product innovations, the platform aims to reinforce Pepsi’s position as the best-tasting soda on the market, keeping it top of mind for consumers.

The platform launched this month with integrated campaigns across multiple markets, starting in Vietnam and expanding to Thailand, Laos, Korea, the Philippines, and Malaysia. This campaign also marks a key moment in PepsiCo’s expansion.

"With our ‘You can’t hide great taste’ campaign, we’re capturing the raw, unfiltered reactions of people experiencing Pepsi’s bold and refreshing taste. Great taste speaks for itself, there’s no faking that moment of pure enjoyment. This campaign is all about celebrating that authenticity and reminding everyone why Pepsi continues to be the ultimate cola choice," said Usman Shahid, marketing director for carbonated soft drinks PepsiCo, Asia business unit.

In tandem, Masud Anwar, senior marketing manager, Pepsi for Asia business unit said, "Every food and beverage brand talks about taste, but no one has captured what it actually looks like. In a category where everyone makes claims, we decided to let consumers do the talking, or rather, the expressing. With 'You can't hide taste', we’re not just making a statement, we’re creating a long-term cultural imprint that makes Pepsi synonymous with authentic, undeniable enjoyment."

Similarly, Bernard Cheng, chief marketing at PepsiCo Asia beverage said, "This platform is about celebrating real, visceral reactions to great taste and cementing Pepsi’s place at the heart of culture. As we continue to innovate and expand across the region, this campaign will evolve with us, ensuring that Pepsi remains the go-to choice for consumers who crave authenticity and enjoyment."

In May last year, Pepsi took to the skies to launch its bold look as part of its "Thirsty for more" campaign in Singapore. The campaign launched a new era for Pepsi with a new logo and new look, but the same great taste, it said in a statement. In addition, the campaign aimed to highlight Pepsi's commitment to celebrating those who challenge conventions and want to have fun, while forging deeper connections through shared passions.

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