São Paulo, March 2025 – Ever wondered what it would be like to create your own dish at your favorite restaurant? How about ordering a parmegiana shepherd’s pie or a vegan moqueca sandwich? That’s the idea behind PEPSI®‘s latest campaign, “Your Bites, Your Rights.” The brand, part of PepsiCo, tapped into Artificial Intelligence to mix and match ingredients and design brand-new dishes for Pirajá, a Rio-style bar and restaurant in São Paulo.
Tailored to each customer’s taste, the project, created by AMPFY , encourages creative food choices and expands consumption possibilities. Aligned with the brand’s global positioning “Better with”, PEPSI® invites consumers to be daring and discover new culinary experiences. To bring the concept to life, the restaurant menu was replaced with a tablet that allowed users to combine ingredients, using a simple voice command, generating AI-created images. After that, the chef was challenged to bring that image to life.
This is PEPSI®’s first fully meal-focused campaign in Latin America. According to Diego Bastian, Head of Carbonated Beverages Marketing at PepsiCo Brazil, the initiative demonstrates how technology can create immersive experiences and connect with consumers beyond the digital space. “The ‘Your Bites, Your Rights’ campaign brings PEPSI®’s irreverence to the table and shows the brand as a choice full of personality. From the surprise of the AI-generated images to the excitement of tasting something completely new, this action redefines brand experience,” he says.
The campaign extends to social media (Meta and TikTok), supported by brand lovers and influencers like Camila Trianda, Caju, and Mustache.
About PepsiCo
PepsiCo products are enjoyed more than one billion times a day in over 200 countries and territories around the world. In 2023, PepsiCo generated over $91 billion in net revenue, driven by a complementary beverage and convenient foods portfolio that includes LAY’S®, DORITOS®, CHEETOS®, GATORADE®, PEPSI®, KERO COCO®, TODDY®, QUAKER®, and more. PepsiCo’s product portfolio features a wide range of enjoyable foods and beverages, including many iconic brands that generate over $1 billion each in estimated annual retail sales.
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