The Problem:
PepsiCo’s Multi-Serves are largely limited to meal-sharing occasions—leaving an opportunity to make the category more culturally relevant. In Filipino culture, “salo-salo” and potluck occasions bring people together, but Gen Z is redefining these traditions in ways that feel more authentic to them.
The tension: When bringing something to the table, there’s pressure to bring something everyone will like.
The Strategy
Make “potluck with friends” PepsiCo CSD’s distinctive sharing occasion—putting Multi-Serve PET and Returnable Glass Bottles at the heart of the experience.
Own the friend-specific moments, reasons, and rituals that make every potluck worth bringing something to.
