PEPSI
As a creative lead at VaynerMedia, we helped Pepsi become Thailand’s #1 top-of-mind beverage brand for the first time.
GO OUT. FUN OUT.
PEPSI
After years of muted celebrations caused by the pandemic, Thailand was finally ready to go out again. 2023 marked the first New Year in years where people could fully enjoy events, festivals, and concerts without restrictions.
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So Pepsi, the brand synonymous with fizz, energy, and youth culture, went all out.
We created #GoOutFunOut, a Gen Z–led movement inviting everyone to step back into the world and have fun again.
PRESS PLAY ON T-POP
PEPSI
In Summer 2023, Pepsi set out to energize Thai Gen Z by tapping into the hottest music movement in the country, T-POP.
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But simply putting a song in an ad wasn’t enough. To truly earn attention, Pepsi stepped beyond being a beverage brand and took on the role of a music label, creating a hype anthem built for the culture.
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To turn every T-POP fan into a Pepsi fan, we launched the biggest T-POP collaboration to date, bringing together two of Thailand’s hottest groups, PROXIE and 4EVE.
MIRTCHAUKIN GUIDE
PEPSI
To prove to Thai consumers that food tastes better with Pepsi, and to encourage more restaurants to serve it, we launched a Michelin-style food guide of our own.
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The Pepsi MitrChuanKin Guide turned restaurant discovery into something more personal, letting friends recommend their favorite places to other friends. Not critics. Not algorithms. Just people sharing where food is best enjoyed with Pepsi.
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Over time, the platform brought together hundreds of top celebrities and influencers across Thailand, helping the idea scale naturally through culture and community.
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What started as a local idea became a long-term brand platform, still active today and later expanded to multiple markets around the world.
