How PepsiCo Is Winning Over Gen Z in Malaysia

The Gen Z Snack Era: More Than Just Munchies

Snacks are no longer just for cravings. For Malaysia's Gen Z, they’re cultural statements. Whether it’s during a gaming stream, group study session, or TikTok unboxing, snacks like Lay’s and Quaker have become part of the moment. Welcome to the rise of Gen Z snack trends where the crunch matters, but the clout matters more.

PepsiCo is one of the brands leading this charge, turning everyday munchies into community-driven, content-worthy experiences that feel tailor made for this generation.

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Snacks That Snap on TikTok

Forget boring packaging. Lay’s Double Crunch launched with bold colours and dynamic ridges that pop on screens and in Stories.

Highlights:

• Lay’s UEFA Jumbo Pack featuring Lionel Messi
• TikTok Shop livestream drove 70% of the product’s GMV
• Products designed to be exclusive, collectible, and shareable

This isn’t just product placement, it’s product presence.

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From Scroll to Cart: Livestream Commerce Wins

PepsiCo’s digital-first strategy isn’t just about being seen, it’s about converting attention into action.

In Malaysia:

• 25+ livestreaming hours per month
• 30,000+ monthly shoppers reached
• TikTok creators demo products in real time

It’s snack marketing as performance art and Gen Z is watching, shopping, and sharing.

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Values-Driven Snacking

Gen Z isn’t just health-conscious, they’re purpose-conscious too. PepsiCo’s double focus on wellness and social good fits right in.

Initiatives that hit different:

• Partnered with TASK to donate 1,000 food packs in Chow Kit
• RM59 million global contribution to World Food Programme
• Quaker 3-in-1 reformulated for less sugar and sodium
• Jom Quaker Fit rewards with gym passes, spa vouchers, and more

Snacking meets self-care and social impact.

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Football, Friendship, and Lay’s

Nothing brings people together like football and Lay’s knew exactly how to play it. Their UEFA Champions League campaign wasn’t just about giveaways. It was about belonging.

Quick wins:

• 80,000+ fans across 60 Malaysian locations
• Games, challenges, and watch parties
• Creating a culture of shared passion and real-world connection

Lay’s isn’t just watching the game, it’s creating the atmosphere.