Pepsi names BabyMonster as new APAC ambassadors

Suntory PepsiCo Beverage (Thailand) is entering a fizzy new era with a new brand positioning and the appointment of South Korean pop girl group BabyMonster as ambassadors for its sugar-free range in the Asia Pacific region.

The group, which consists of members of Ruka, Pharita, Asa, Ahyeon, Rami, Rora and Chiquita, is under YG Entertainment, the same label BLACKPINK is under.

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“Each member has boldly left their 'ordinary' lives behind to pursue their dream of becoming a K-Pop idol,” said Anawat Sangkhasap, chief marketing officer, Suntory PepsiCo Beverage (Thailand) Company.

“Their eagerness for new inspiration, daring to repeatedly step out of their comfort zones, explore diverse styles, and the unwavering courage to pursue their passions are truly inspirational,” he added.

The girl group is featured on Pepsi Thailand’s OTT, TVC, OOH, DOOH and social assets that are also using their debut single Batter Up as part of the campaign.

In the commercial, BabyMonster recharges after their rehearsal with a Pepsi drink before a giant Pepsi can floats outside the dance studio and interrupts their break.

With BabyMonster, Pepsi also aims to appeal to the Gen Z crowd which is the heart of its new “Thirsty for More” positioning in Thailand as part of its new logo rollout campaign.

Created in partnership with VaynerMedia Thailand, the campaign features a Pepsi: Into The New Era 360-degree visual and sound digital art experience at CentralWorld’s plaza.

“Pepsi: Into The New Era is so much more than an introduction to Pepsi’s new logo,” said Chan Woei Hern, head of creative at VaynerMedia APAC.

“It’s an immersive brand experience with social at the centre, culture at its core, and a platform for Zs to share that thirst-for-more energy with everyone around them,” Chan further said.

The new Pepsi logo includes a new custom typeface and a visually distinct soda can silhouette with incorporated elements of an electric blue and black pulse, synonymous with the vibrant energy that Pepsi promises for its younger audiences.

In fact, Pepsi Philippines together with BBDO Guerrero, were the first to rollout the new logo outside the U.S. with the local tagline, Mas Masarap Maiba (It’s better to be different)

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