Pepsi launches new platform to own the taste conversation across Asia Pacific

Introducing You Can’t Hide Great Taste – an always-on brand platform that captures the pure, unfiltered expressions of joy when people take a sip of Pepsi. The campaign taps into a simple, universal truth: When something tastes incredible, your face says it all. No scripts, no exaggerated claims – just real, irresistible reactions.

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

You Can’t Hide Great Taste takes on a more visceral, human approach to taste communication. Rather than prescribing what “refreshing” should mean, it embraces taste as an experience. The campaign zooms in on the split-second moment when taste turns into pure, unfiltered enjoyment, visualizing flavor in a way that’s instinctive, spontaneous, and universally understood.

This campaign comes at a pivotal moment as PepsiCo strengthens its foothold in markets like Thailand, Vietnam, Philippines, Korea.

“Every food and beverage brand talks about taste, but no one has captured what it actually looks like,” said Masud Anwar, Senior Marketing Manager, Pepsi for Asia Business Unit. “In a category where everyone makes claims, we decided to let consumers do the talking — or rather, the expressing. With You Can’t Hide Great Taste, we’re not just making a statement — we’re creating a long-term cultural imprint that makes Pepsi synonymous with authentic, undeniable enjoyment.”

At the heart of the campaign is an instantly recognizable visual cue — the Taste Face. It’s the split-second, involuntary expression of bliss that happens when someone experiences something truly delicious. The subtle head tilt. The eyes widening/closing. The gasp of delight. These unfiltered moments are now a signature of the Pepsi experience.

“The centre of every taste campaign is usually capturing glossy and beautiful product shots, but we wanted to make this about people,” said Krystle Morais, Creative Director at VaynerMedia Asia Pacific. “To capture the most authentic expressions, we collaborated with a street photographer who’d never shot an ad in their life. We wanted the most raw, organic expressions –– the kind of moment your friend might post of you in their reel or IGS without you even realising it, and that was the inspiration behind this whole campaign. Because when something tastes this good, your face says it all.”

Built for a social-first generation that values authenticity over polish, You Can’t Hide Great Taste celebrates taste beyond the product itself — it’s an experience, shaped by culture, energy, and the moments that truly matter. Whether it’s a bold new flavour or a classic favourite, Pepsi is reimagining the way taste is seen, shared, and felt — one unfiltered reaction at a time.

“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.

You Can’t Hide Great Taste is not just a campaign –– it’s a dynamic, long-term brand platform built to evolve alongside Pepsi’s future product launches. Through a steady drumbeat of content, strategic collaborations, and product innovations, it will reinforce Pepsi’s position as the best-tasting soda on the market, keeping it top of mind for consumers.

“With You Can’t Hide Great Taste, we’re not just talking about flavor—we’re bringing it to life in a way that’s bold, unfiltered, and unmistakably Pepsi,” stated Bernard Cheng, CMO at PepsiCo Asia Beverage. “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.”

The platform has kicked off in March with integrated campaigns across multiple markets, starting in Vietnam. From there, it will expand to Thailand, Laos, Korea, Philippines and Malaysia.

Expect mouthwatering collaborations with some of the region’s most-loved eateries and food brands — creating a 360º taste ecosystem that invites consumers to share their own unfiltered taste experiences, and cements Pepsi’s undeniable position as the most delicious cola around