Suntory Pepsico · 2022
THE GAP
Rap Viet wasn’t just a show.
It was a mindset.
Sponsorship alone wouldn’t earn credibility.
Youth weren’t looking for logos — they were looking for alignment.
THE INSIGHT
Rap Viet resonated because it mirrored how young Vietnam thinks — bold, irreverent, unapologetic.
To belong here, Pepsi had to do more than appear.
It had to stand for something.
THE MOVE
Shift from title sponsor to cultural participant.
Pepsi Zero Calorie became a platform — not a placement.
THE IDEA
Taste the bold.
Limited-edition collectible cans featuring Rap Viet judges. A rap track celebrating fearless self-expression.
Collectible art pieces designed to be shared, not stored.
Activations invited youth to speak freely, perform boldly, and own their voice.
Pepsi didn’t interrupt culture. It amplified it.
THE OUTCOME
The brand moved beyond sponsorship.
• Strong youth participation and shareability
• Pepsi reframed as a new-generation brand
• A deeper cultural connection with Vietnam’s hip-hop-driven youth
Not by borrowing relevance.
By earning it.
The ‘Taste the Bold’ Campaign
Suntory Pepsico · 2022
THE GAP
Rap Viet wasn’t just a show.
It was a mindset.
Sponsorship alone wouldn’t earn credibility.
Youth weren’t looking for logos — they were looking for alignment.
THE INSIGHT
Rap Viet resonated because it mirrored how young Vietnam thinks — bold, irreverent, unapologetic.
To belong here, Pepsi had to do more than appear.
It had to stand for something.
THE MOVE
Shift from title sponsor to cultural participant.
Pepsi Zero Calorie became a platform — not a placement.
THE IDEA
Taste the bold.
Limited-edition collectible cans featuring Rap Viet judges. A rap track celebrating fearless self-expression.
Collectible art pieces designed to be shared, not stored.
Activations invited youth to speak freely, perform boldly, and own their voice.
Pepsi didn’t interrupt culture. It amplified it.
THE OUTCOME
The brand moved beyond sponsorship.
• Strong youth participation and shareability
• Pepsi reframed as a new-generation brand
• A deeper cultural connection with Vietnam’s hip-hop-driven youth
Not by borrowing relevance.
By earning it.
