Pepsi® beverage by Suntory PepsiCo Beverage (Thailand) Company Limited, is kicking off 2026 with a delicious new phenomenon by launching “Pepsi Treats,” a line of dessert-inspired beverages. Developed under the concept “YOU DESERVE A TREAT,” the brand invites consumers to embrace small pockets of joy and transform everyday moments into opportunities for happiness. This launch aligns with the “Treatonomics” trend, reflecting modern consumer behavior of rewarding oneself with small daily pleasures. The debut flavor, “Pepsi Treats Strawberry ‘N’ Cream” (Zero Sugar), is inspired by popular dessert profiles to meet the needs of health-conscious Gen Z who are looking to add a vibrant splash of flavor to their lives.

Suntory PepsiCo Thailand is driving its portfolio expansion strategy to address insights from the younger generation, who seek emotional healing through “Small Win” moments—such as clearing a chat inbox or successfully finishing a long workday. By championing “Treatonomics” and the “Self-love” movement, the brand emphasizes that everyone can treat themselves without waiting for a special occasion. Pepsi Treats Strawberry & Cream is designed to be more than just a drink; it is an experience that blends Pepsi’s signature fizz with the luscious sweetness and smoothness of strawberry and cream flavour in a zero-sugar formula. This caters to modern lifestyles seeking guilt-free indulgence while reinforcing the brand's role in offering diverse options in the beverage market.

Mr. Yutana Jitcharoongphorn, Senior Vice President of Marketing at Suntory PepsiCo Beverage (Thailand) Company Limited, shared, “Today’s consumers look for beverages that offer more than just refreshment; they are expanding into new moments that create ‘small pockets of joy’ and turn ordinary moments into something special. Pepsi Treats was created to be more than a new flavor—it is a celebration of every small moment that matters.. ‘Pepsi Treats Strawberry ‘N’ Cream’ was crafted to make every moment more special, combining the smooth fragrance of strawberry and cream flavour with refreshing zero-sugar fizz, allowing everyone to indulge to the fullest, guilt-free.”

Furthermore, Suntory PepsiCo Beverage (Thailand) continues to drive its Experience-Led Marketing strategy, creating immersive brand experiences that connect with consumers—especially Gen Z. The campaign begins with a BTS Skytrain takeover, transforming everyday commuting into a moment of self-treat. Marking a first-of-its-kind phenomenon in Thailand in 27 years, the campaign features wrapped seats in soft pastel tones in selected BTS trains, reminding commuters that everyone deserves a treat while adding sweetness and smiles after a long day. The experience is further elevated through synchronized technology between the BTS train and Plan B’s OOH screens, where the Parc Paragon screen displays Pepsi Treats ads whenever the selected BTS trains that are part of our Pepsi Treats campaign passes, bringing excitement to commuters’ journeys. The campaign then extends offline with the Pepsi “You Deserve a Treat” Event at centralwOrld (27 February – 1 March 2026), featuring fun mini-games, the Pepsi® Treats DIY Bar, special egg tarts from YOLK, and creative photo spots designed to spark memorable moments and social sharing.