From livestream shopping sprees to purpose-driven purchases, Malaysia's young consumers are rewriting the rules of snack marketing
Gone are the days when snacks were just about taste. Today's Gen Z consumers treat their Lay's packets like Instagram props, turn TikTok streams into shopping marathons, and won't buy anything that doesn't align with their values. And honestly? PepsiCo is absolutely nailing this shift.
The food giant isn't just adapting to Gen Z's quirky habits – they're anticipating them. "Gen Z doesn't separate content from commerce, or consumption from conversation," explains Aditya Ahuja, PepsiCo Foods' Cluster GM for Malaysia and the Philippines. Translation? These kids want snacks that look good on camera AND taste good in real life.
When Snacks Become Social Media Stars
Take Lay's Double Crunch, for example. This isn't your average chip – it's an "intense-flavoured, deep-ridged" snack specifically designed for those midnight gaming sessions and study marathons that define Gen Z life. But here's the kicker: the packaging was literally built for digital impact. We're talking about chips designed to pop on your TikTok feed, not just your taste buds.
The strategy paid off big time in April when Lay's dropped their UEFA Jumbo Pack featuring Lionel Messi. During a single TikTok Shop livestream, this collectible design drove 70% of the total sales. Seventy percent! From one livestream! That's the power of making products that feel exclusive and instantly shareable.
Livestreaming Their Way to Success
PepsiCo's digital commerce game in Malaysia is seriously impressive. They're clocking 25 hours of livestreaming monthly and reaching over 30,000 shoppers through creator-led demos and product drops. It's working so well that Foodpanda gave them their Collaborative Excellence Award – basically a gold star for figuring out how to blend speed, scale, and shopper psychology.
"We're not adapting to trends – we're anticipating behaviours," Ahuja adds. And honestly, that mindset shows. They've transformed TikTok from just another marketing channel into an actual money-making machine.
Purpose Meets Profit
But Gen Z isn't just about pretty packaging and viral moments. They want brands that actually give a damn about the world. PepsiCo gets this, tackling everything from food insecurity to health consciousness.
Last World Food Day, they partnered with The Assembly Soup Kitchen to distribute 1,000 food packs in Kuala Lumpur's Chow Kit area, helping refugee students, homeless individuals, and low-income families. It's part of their bigger mission that's already contributed over USD 14 million to the World Food Programme.
On the health front, they've reformulated Quaker 3-in-1 with less sugar and sodium, and launched the Jom Quaker Fit rewards program. Now your oatmeal purchase can score you spa passes, gym vouchers, and healthy dining deals – basically turning breakfast into a lifestyle upgrade.
Building Community Through Football Fever
Malaysia's football obsession became PepsiCo's secret weapon this year. Their UEFA Champions League campaign wasn't just about giving away tickets – they created a massive community celebration across 60 locations, bringing together 80,000+ fans through interactive games and challenges.
With FIFA 2026 partnerships coming up, they're doubling down on this community-first approach. "Today's generation doesn't want to be spoken to – they want to be invited in," Ahuja explains. Smart move, considering Gen Z can smell inauthentic marketing from a mile away.
The Bottom Line
As Gen Z continues reshaping consumer culture with every swipe and scroll, PepsiCo's Malaysian strategy offers a masterclass in modern marketing: meet them where they are, speak their language, and build brands that belong in their world, not just their pantry. And judging by those TikTok Shop numbers, it's working pretty damn well.
- PakChaq Riq
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