To deepen its engagement and affinity among a fickle gen Z audience in Vietnam, Pepsi launched a new brand identity and enlisted long-time influencer partners, creating a program that turned them into music stars basically overnight.
In the 15 years since its last significant refresh, Pepsi has boldly embraced a new logo embodying the "Thirsty for More" philosophy. In Vietnam, this brand positioning became a way to celebrate turning 30 years old or living in the country for 30 years by evolving the language to "Thirsty Under Thirty."
As a part of this new pivot, Pepsi also wanted to deploy a new visual identity at all consumer touchpoints. The brand aimed to introduce this new look and position at a buzzworthy launch event, then establish partnerships with giants in Vietnamese entertainment. All activations aimed to create a seamless customer experience from "Brand say" To "Brand do" to engage with consumers at multiple levels and show brand commitment to share the "Thirsty Under Thirty" spirit to society.
Pepsi has become the quintessential brand for gen Z in Vietnam, consistently reinventing itself to be more daring and appealing to young audiences. In the music industry, Pepsi stands out as the top brand, a position earned through a 15-year partnership with emerging young artists and collaborations with top music shows like "Rap Viet." Rather than a one-time engagement, Pepsi has been a part of a transformative journey for these artists, taking them from "Zero to Hero." Building on this legacy, Pepsi brought its music ambassadors together on one stage to celebrate their growth and success. This campaign marked Pepsi's boldest move, embodying the gen Z spirit with the slogan "Thirsty Under Thirty."
For this launch, Pepsi aimed to inspire and connect with every Vietnamese individual, highlighting its new transformation and philosophy. The brand is particularly focused on Vietnamese gen Z, individuals under 30. The brand identified a key insight about the importance of turning 30 — a major milestone that often signifies achievements in one's career, a new stage in love, and a more mature life philosophy. These young adults truly seek authentic and innovative experiences and are deeply engaged in the digital world. Therefore, they place significant trust and time in influencers who resonate with their passions and beliefs. They challenge conventional norms, constantly seeking more experiences and pursuing enjoyment through dynamic music activations and engagement.
Globally, Pepsi's creative agency crafted the powerful message "Thirsty for More," which has been uniquely tailored for Vietnam's gen Z audience through an immersive music event in the heart of Ho Chi Minh City. This event aimed to authentically resonate with young people, offering a blend of traditional and digital media platforms, including TV, local websites, over the top channels (OTT), PR, out of home (OOH), online communities, and even bus installations.
In a strategic move, Pepsi has employed the 1:9:90 influencer model, inspired by Charles Arthur, to transform its 15-year ambassadors and influencers into trendsetters while followers become passionate advocates for the brand. The event offered a first-of-its-kind experience, endorsed by key opinion leaders and community figures, igniting excitement and connection.
Keeping the momentum going, the brand initiated a content partnership with Vietnam's top music label and leading entertainment names to create a "Thirsty Under Thirty" music show. This initiative aimed to discover and nurture hidden talents, breaking free from conventional backgrounds and market norms. The content was meticulously curated, and with the support of media partners, these talents were mentored to rise from "zero to hero" in just two months — a rapid transformation compared to the usual one-to-three-year timeline. This initiative embodied Pepsi's dynamic spirit, inspiring young people to chase their dreams and make their mark.
The campaign strategically focused on digital platforms, dedicating 65 to 75 percent of its budget to these channels. By prioritizing digital media, Pepsi successfully ignited widespread excitement among online users and achieved the top spot in social buzz rankings. This digital-first approach effectively captured consumer interest and generated substantial buzz around the launch.
Television provided incremental reach, while OOH and offline visibility showcased Pepsi's new visual identity around the event. This comprehensive approach contributed to a record-breaking market share in the past five years.
The launch event made for a spectacular sight on Ho Chi Minh City's skyline, featuring a breathtaking drone show that illuminated the night sky. An immersive outdoor experience featured Sky LED, Big LED, and 3D LED screens, along with bus installations and CGI OOH. This impressive showcase created curiosity across media platforms, including TV, YouTube, Facebook, local websites, OTT channels, PR, and influencer pages.
The event celebrated Pepsi's 15-year legacy with its 15-year ambassadors in Vietnam, highlighting their journey from unknowns to stars. Instead of bringing in new influencers, Pepsi organized a ticket-hunting contest among thought leaders, offering not just concert access but membership in the exclusive "Thirsty Under Thirty" community.
The attendees were offered unforgettable experiences, including immersive livestreaming under a giant Pepsi can, engaging branding spaces, and a mini bar offering personalized names on Pepsi cans. 10,000 attendees attended, surpassing expectations by 200 percent.
As part of the "Thirsty for More" platform, Pepsi collaborated with top music giants like SpaceSpeakers, Vietcetera, and BeatVN to launch the Pepsi 55Radar platform. This provided 11 young talents with mentorship from industry stars, covering music and performance skills, and a professional music video to help amplify their debuts. These transformative journeys are documented on platforms like Meta, YouTube, TikTok, and Spotify.
Prior to Pepsi's rebranding initiative, the food and beverage industry — and particularly the beverage sector — grappled with customer retention amid rapidly evolving trends. Kantar's consumer insights highlighted that younger generations increasingly prioritized quality and personalization in their purchases, seeking products that not only satisfied their needs but also mirrored their personality, values, and lifestyle aspirations.
Before the new launch of a new visual identity, Pepsi had maintained a consistent yet stagnant market share for years. As the brand approached its 30th anniversary in Vietnam, it recognized the critical need to adapt to shifting consumer dynamics.
The initiative's success was remarkable, not only reinvigorating the brand but also surpassing marketing objectives originally set for the last five years, marking a significant turning point in Pepsi's market performance.
Ultimately, Pepsi earned over $900,000 in media value and achieved all objectives.
