Pepsi Unveils Bold New Platform to Lead the Taste Conversation in Asia Pacific

PepsiCo has launched a new brand campaign called “You Can’t Hide Great Taste,” aiming to shift the focus from traditional brand claims to real customer reactions. Instead of telling people how good Pepsi is, the campaign shows the genuine expressions of joy that people have when they taste Pepsi. The campaign focuses on the “Taste Face,” which is the natural, unfiltered reaction people have when they experience something truly delicious. It could be a small head tilt, widened eyes, or a moment of surprise—these spontaneous reactions perfectly capture the enjoyment of great taste.

Unlike other brands that use bold claims and fancy product shots, PepsiCo’s campaign highlights real, unposed reactions, making great taste something people can see and feel, rather than just hear about. Usman Shahid, Marketing Director for PepsiCo in Asia, explained that the campaign celebrates authenticity by showing the raw moments of enjoyment when people experience Pepsi’s bold flavor. According to him, “Great taste speaks for itself, and there’s no faking the moment of pure enjoyment.”

The campaign, which started in March, initially launched in Vietnam and will expand to Thailand, Laos, Korea, the Philippines, and Malaysia. Pepsi is also collaborating with popular restaurants and food brands across the region, encouraging consumers to share their own taste experiences.

Masud Anwar, Senior Marketing Manager for Pepsi in Asia, said, “While many food and beverage brands talk about taste, no one has truly captured what it looks like. We decided to let consumers express themselves instead of making bold claims.” The goal is to create a cultural imprint that connects Pepsi with genuine enjoyment.

The “You Can’t Hide Great Taste” platform isn’t just a one-time campaign—it’s a long-term strategy that will evolve as Pepsi launches new products in the future. By using ongoing content, collaborations, and innovations, Pepsi plans to keep the campaign fresh and relevant to consumers.

This campaign is designed for today’s social-first generation, who values authenticity over polished marketing. By focusing on real reactions, Pepsi is redefining the way we experience and share taste, and ensuring that Pepsi remains the go-to brand for people who crave authentic, enjoyable experiences.