In a world where livestreams double as shopping malls and Gen Z treats snacks like selfie props, the rules of consumer engagement have changed. For the next generation of shoppers, flavour is just the starting point.
What matters just as much is how a product looks in their feed, how it connects to their values, and whether it earns a like before it earns a sale. PepsiCo sees this shift not as a disruption, but as a call to action.
“Gen Z doesn’t separate content from commerce, or consumption from conversation”, said Aditya Ahuja, Cluster GM for PepsiCo Foods Malaysia and the Philippines. “So we don’t just think in terms of snacks. We think in terms of experiences that resonate across their culture, values, and community”.
The Rise of the Social Snack
PepsiCo’s recent innovations show how this thinking plays out in real time. Take Lay’s Double Crunch – an intense-flavoured, deep-ridged snack launched to complement the
moments that matter most to Gen Z: late-night study breaks, brainstorming sessions, gaming streams.
Its bold packaging, built with digital impact in mind, was designed not just to sit on shelves but to pop in TikTok feeds and Instagram Stories. This visual-first approach came full circle in April, when Lay’s launched its UEFA Jumbo Pack, featuring football icon Lionel Messi.
The collectible design helped drive real-time engagement during a livestream on TikTok Shop, where a single session accounted for 70% of total Gross Merchandise Value (GMV) – proving just how strongly Gen Z responds to products designed to feel timely, exclusive, and inherently shareable.
It’s part of a broader shift PepsiCo is leaning into – a world where snacks are built to be scrolled, shared, and celebrated just as much as they are to be eaten.
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By purchasing any Quaker product, scanning the QR code on the packaging/site/in-store
communication to sign up for the Rewards program, and uploading your receipt, you can redeem rewards such as spa vouchers, fitness packages, and healthy dining promotions.
Online shoppers on Quaker’s official Shopee store who spend RM50 or more also stand a chance to win Touch’n Go eWallet credits.
