BBDO Guerrero brings Pepsi Extra Fizz to Gen Z

The campaign positions Pepsi Extra Fizz around richer taste, intense flavour, bursting bubbles and extra fizz

BBDO Guerrero has launched an integrated campaign for PepsiCo Philippines’ Pepsi Extra Fizz, bringing together P-pop group SB19 and digital creator Mimiyuuuh to encourage Filipino Gen Z consumers to make everyday mealtime moments more energetic and social.

The campaign positions Pepsi Extra Fizz around richer taste, intense flavour, bursting bubbles and extra fizz, with the brand platform #PepsiExtraFizz extending across film, social content, influencer participation, live experiences and earned media.

BBDO Guerrero leads Pepsi Extra Fizz campaign

The campaign’s launch film features SB19 and Mimiyuuuh and focuses on turning ordinary meals into louder and more engaging shared experiences. BBDO Guerrero led the creative development, with the wider agency team including Yellow Brick Media for the launch activation, Zenith Optimedia for media strategy and placement, and Castro PR for public relations and earned media.

The campaign launched through a public activation at the SM Mall of Asia Music Hall. Thousands of consumers took part in immersive installations, interactive experiences and live performances built around Pepsi Extra Fizz.

SB19 and Mimiyuuuh drive social engagement

SB19 composed the campaign’s original music, bringing the group’s sound and creative identity into the launch film. The group comprises Pablo, Josh, Stell, Ken and Justin and has built an international profile for P-pop, including becoming the first Filipino and Southeast Asian act to receive a nomination at the Billboard Music Awards.

Mimiyuuuh also introduced the official Pepsi Extra Fizz Dance Challenge, inspired by the campaign film. The challenge gained traction among SB19’s fanbase, A’TIN, before the campaign launch, while the campaign’s official audio recorded more than 16,000 uses across social platforms. The launch also generated enough online discussion to trend on X, formerly Twitter.

PepsiCo and BBDO Guerrero highlight participation

Nicole Villarojo, Chief Marketing Officer, PepsiCo Philippines: "We're incredibly grateful for the overwhelming support shown during the launch of Pepsi Extra Fizz. Seeing thousands of people join us at the event, creators enthusiastically participate in the campaign, and fans immediately embrace the #GoExtra Dance reminds us that Filipinos love experiences they can genuinely be part of. We thank everyone who celebrated this milestone with us and helped make the launch such an exciting start for Pepsi Extra Fizz."

Angelica Lorenzo, General Manager at BBDO Guerrero: "This launch reflects what makes our long-standing partnership with PepsiCo Philippines so rewarding. Together, we wanted to create something people would participate in, talk about, and genuinely enjoy, from the campaign film and social content to the live activation. Seeing audiences embrace #PepsiExtraFizz from day one is incredibly rewarding for everyone involved."

The campaign is built around the idea that Filipinos naturally bring energy and enjoyment to everyday moments. #PepsiExtraFizz encourages consumers to add more excitement and fun to mealtimes, with Pepsi Extra Fizz available across Philippine stores.

www.bbdoguerrero.com

www.pepsico.com

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