Bangkok – Pepsi® beverage by Suntory PepsiCo Beverage (Thailand) Company, is reinforcing its bold and playful brand image that strongly resonates with Gen Z consumers. This summer, the brand invites the new generation to express their individuality during the most anticipated time of the year with its latest campaign, “PEPSI SUMMER ENCORE,” aimed at extending moments of enjoyment continuously throughout the summer season, in response to consumers who view summer as a time for liberation and living life to the fullest. The campaign is driven by an Integrated Marketing Communication (IMC) strategy spanning offline, online, and social media platforms. With a consumer-centric approach, it is designed to effectively engage Gen Z audiences across all touchpoints. In parallel, Pepsi continues to advance its Music Marketing strategy—now in its fourth consecutive year—as a core pillar in strengthening its connection with Gen Z. By leveraging T-POP and music culture as key drivers of cultural relevance, the campaign features some of the hottest T-POP artists, including Onglee from PROXIE, Jung from PERSES, Mabelz from PiXXiE, and Aheye from 4EVE, who bring vibrant energy and amplify the campaign’s “Live SUMMER ENCORE” concept throughout the summer.

To engage young music-focused consumers and build on the momentum of the thriving T-POP market, Pepsi is fueling the summer excitement at full throttle, inviting Gen Z consumers to set free their energy and enjoy vibrant, immersive fun during Songkran. The campaign takes over four major music festivals— X Festival, SummerPop, Thai Lizm, and Pepsi Silom Songkran—featuring interactive experiences that encourage full fan participation. Pepsi sets out to reach over 300,000 consumers throughout the summer. Complementing these on-ground activities, Pepsi’s Music Marketing strategy extends across digital platforms, enabling fans to follow PEPSI SUMMER special single through the Pepsi YouTube Channel. This integrated approach fosters end-to-end engagement and strengthens brand equity experience among younger consumers, delivering endless summer excitement and turning every heated moment into a memory fan will want to relive.

Mr. Yutana Jitcharoongphorn, Senior Vice President of Marketing at Suntory PepsiCo Beverage (Thailand) Company Limited, shared, “This year’s PEPSI SUMMER ENCORE campaign is designed to captivate Gen Z throughout the summer. We have engineered the campaign to connect the brand with consumers across every touchpoint, driven by a consumer-centric strategy that orchestrates the entire consumer journey. Starting with igniting cultural heat, we fuel excitement through music and iconic T-POP collaboration to amplify brand resonance and elevate consumer experience. The ongoing excitement sparks active engagement through promotional activities, where every Pepsi purchase becomes an opportunity to win. To maximize impact, the campaign is executed through an Integrated Marketing Communication strategy, ensuring fans experience the summer excitement across all dimensions. This year, we are keeping the heat summer energy flowing with fresh experiences and tracks, unleashing limitless summer thrills that encourage everyone to dive into the summer fun.”

To ensure comprehensive reach across all channels, this year’s PEPSI SUMMER ENCORE campaign brings the summer fun to life across both offline and online channels. From April 1–15, 2026, LED trucks will hit the streets of Bangkok, spreading the ultimate summer vibes to every corner of the city. Fans can also join the thrilling “Pepsi Lucky Draw,” simply by submitting the codes under bottle caps or can tabs for a chance to win prizes worth over THB 10,000,000, including Olympop 2 concert tickets, Honda Giorno+ motorcycles, Samsung Galaxy Z Flip 7, a grand prize Mini Cooper SE, and more than 50,000 additional prizes. The promotion runs from April 1 to May 28, 2026. For more details, visit www.pepsisummerencore.com and see the full terms and conditions at https://bit.ly/4s1KoMD

This summer, the fizz never stops — every moment deserves an Encore. Kickstart the summer vibes with Pepsi and Pepsi Zero Sugar now! Get ready for exclusive, high-energy activities with Onglee, Jung, Mabelz, and Aheye, who will bring even more fun and excitement throughout the season. Stay tuned for more details on Facebook: PepsiThai LINE Official Account: @Pepsi Twitter: Pepsi-Cola and YouTube: Pepsi Thailand