How Pepsi Turned an Unscripted Viral Sip Into a Cultural Win

In a world where brand moments are often staged, Pepsi found one that was pure, spontaneous, and unmissable — on the courts of Indian Wells.

In response to Japanese tennis player Yosuke Watanuki’s surprise mid-match Pepsi moment — which fueled a stunning win over World No. 17 Frances Tiafoe and set social media buzzing — Pepsi has delivered the ultimate follow-up: a custom Yosuke Limited Edition Box to celebrate and recognise his bold performance and even bolder taste.

Bold Taste, Big Win

During a nail-biting face-off against Frances Tiafoe at the Indian Wells Open, Yosuke Watanuki, ranked World No. 349, asked for a can of Pepsi mid-match. What happened next felt like magic: he downed the Pepsi, cranked up his topspin forehand speed from 77 to 80 mph, and went on to rack up 47 winners and 16 aces while saving four of six break points — delivering the biggest win of his career.

The moment — captured live and punctuated by a commentator’s quip, “[He’s] trying to get an endorsement!” — became an instant hit online. Fans flooded social media calling for Pepsi to seal the deal. Some even wondered if it was a hidden marketing stunt. Spoiler alert: it wasn’t. But it was enough to get Pepsi’s attention.

Pepsi x Yosuke: A Perfect Match

What followed was a sharp, timely response to a real moment — unexpected, unscripted, and unmistakably Pepsi. The brand delivered a surprise package to Yosuke during his training session just outside Tokyo, capturing his unfiltered reactions in an unboxing video that’s as real as his Pepsi moment on court.

Inside the Yosuke Limited Edition Box were customised bottles of Japan-exclusive Nama Cola, featuring a special design with a tennis ball twist on the iconic Pepsi logo. Alongside the bottles was a limited-edition Pepsi tee, a personal tribute to the moment that captured fans, sparked a conversation, and delivered a win worth celebrating.

“Yosuke’s incredible win and his unprompted Pepsi moment showed us exactly what we stand for,” said Masud Anwar, senior marketing manager, Pepsi for Asia Business Unit. “We didn’t ask for the shoutout, but we had to show up. Because when someone chooses Pepsi in the middle of a match? That’s the kind of energy we love.”

Pepsi's latest activation wasn’t just a reaction; it's a direct response to its community. VaynerMedia APAC identified the growing Yosuke-san conversation, recognising Pepsi's opportunity for authentic engagement.

As Krystle Morais, creative director at VaynerMedia APAC said, “We weren’t just reacting to a cool cultural moment — we were responding to the community that wanted more. Through social listening, we caught the signal loud and clear: Fans were asking for Pepsi to join the Yosuke-san conversation. So we did what we do best — we leaned in with speed, kept it fun, and showed up in a way only Pepsi could."

Challenge Accepted

The collab didn’t stop with the unboxing. In a just-dropped video challenge, Yosuke took on Pepsi’s 30-Second Shot Challenge — cracking open a can, hitting as many balls as possible in 30 seconds, and landing a few jaw-dropping trick shots for extra flair. The result? Pure joy, peak performance and a call for fans to join in the fun by posting their own #YosukePepsiChallenge moments online.

“During the match, I was just looking for a quick sugar refreshing drink,” said Yosuke Watanuki. “Pepsi gave me that lift and the taste I love. I didn’t expect it to turn into something this big, but I’m glad I get to share the moment with the fans who’ve been behind me.”

No Filter Needed for Great Taste

This collaboration is Pepsi’s tribute to real, unfiltered moments of greatness — not just in sport, but in taste. It’s a celebration of what happens when bold choices meet even bolder flavour, and how one unexpected, unscripted sip can turn into something unforgettable.

“Moments like this remind us that not all brand storytelling has to be manufactured,” said Bernard Cheng, CMO at PepsiCo Asia Beverage. “When something real happens — something people truly connect with, it becomes more powerful than anything we could have scripted. That’s the kind of moment that puts Pepsi right where it belongs — in the heart of culture.”