GenZ Alert: Pepsi Cream Soda Has Arrived!

Pepsi’s new limited-edition series is now available in Hungary. The special beverage, based on Pepsi Zero, debuts in 0.25L aluminum cans featuring two nostalgic yet refreshing flavors: Cream Soda and Strawberries & Cream. The product resonates visually with the playful, pop-culture-driven world of Generation Z.

A unique highlight of the campaign supporting the two limited-edition flavors is that during strategic planning, Pepsi deployed specially developed artificial intelligence, which offered the team creative approaches and groundbreaking ideas. The campaign's central message is: sugar-free yet adorable—cuter than a puppy, even cuter than a potato, and nearly as sweet as a message from grandma.

This 360-degree campaign runs across both online and offline channels, employing social media activities, digital advertisements, outdoor advertising, and influencer collaborations to introduce the new products to as many people as possible.

A major element of the campaign is the Pepsi x BP Shop collaboration, resulting in a limited-edition clothing collection. The collection’s design is playful, bold, and "stylishly cute," perfectly reflecting the flavors and vibes of the two new beverages.

The official presentation of the collection will take place on July 31, 2025, at the BP Shop store in Budapest from 2:00 PM to 8:00 PM. Visitors can enjoy arcade games, a unique "cuteness-meter" photo booth, and special prizes. Additionally, the afternoon’s atmosphere will be elevated by performances from Lil Frakk and DJ Nara, while bartenders at the Pepsi Bar serve refreshing, non-alcoholic cocktails based on Pepsi beverages.

Epic News: Pepsi Production Returns to Hungary

Alessandro Pasquale, Kata Dobó, Levente Balogh

Szentkirályi Magyarország proudly announced that, thanks to its ambitious investment program, the majority of Pepsi products intended for the domestic market are once again being produced in Hungary. Levente Balogh and Alessandro Pasquale, the owners of Szentkirályi Hungary, together with Hungarian Minister of Foreign Affairs and Trade Péter Szijjártó—representing the Hungarian government, which supported the investment—officially inaugurated the new, high-tech production facility in Szentkirály today. The plant strengthens the region’s economy by creating 44 new jobs. The investment also contributes to sustainability goals by eliminating approximately 1.5 million truck kilometers of road transport. Szentkirályi remains committed to quality, innovation, and sustainability, reinforcing its leading role in Hungary’s mineral water and soft drink market.

Levente Balogh, President and Owner of Szentkirályi Magyarország

Szentkirályi Hungary announced today that from spring 2025, the majority of Pepsi products for the domestic market will once again be produced at the company group’s Szentkirály plant in Hungary. The return of Pepsi was made possible by the creation of a carbonated soft drink production facility at the Szentkirály site, part of a growth-oriented investment program launched by Szentkirályi Hungary in 2022. Pepsi products will now be produced and bottled locally, replacing imported stock. This is a major sustainability achievement as it eliminates around 1.5 million truck kilometers of road freight, thanks to local production of most Pepsi products.

Antonio Pasquale, Owner of Mattoni 1873 and Szentkirályi Magyarország

The newly established production facility meets the most modern quality standards and includes syrup preparation and water purification units, as well as new bottling lines. It fully complies with PepsiCo's stringent quality requirements.

“For me, entrepreneurship is not just work—it's a true passion. Building companies and creating new value excites me every day; it's something I can't and don’t want to step away from. In business, you sometimes have to go all in, but that’s what drives me. And the reward isn’t just financial success—it’s also moments like today,” emphasized Levente Balogh, President and Owner of Szentkirályi Hungary, in his address celebrating Pepsi's return to Hungary.

In 2022, Szentkirályi Hungary launched a large-scale, medium-term investment program designed to increase production capacity, enable more sustainable operations, and significantly shorten the supply chain. In the first phase, a new high-capacity PET bottling line was installed, along with new production and service facilities.

The current investment was partially funded by the Hungarian government, with support from the HIPA National Investment Promotion Agency. The inauguration ceremony was attended by Péter Szijjártó, Minister of Foreign Affairs and Trade, and István Joó, CEO of HIPA. In his celebratory speech, Szijjártó emphasized: “Szentkirályi remains Hungarian, even within a major international collaboration. As a small Central European nation, we deeply value that. Just as the repatriation of Pepsi production is more than an 11-billion-forint investment—it’s an emotional issue for us Hungarians that our homegrown brands remain truly Hungarian.”

Péter Szijjártó, minister of foreign affairs and trade

Alessandro Pasquale, CEO and owner of Mattoni 1873—and business partner of Levente Balogh—celebrated this milestone in the company’s history, stating:“Our commitment to Hungary has materialized over the past ten years through continuous and significant investments. We have invested nearly €40 million in the country to date. We have modernized our technologies, expanded our production capacities, and strengthened our environmental responsibility at existing facilities—because sustainable operation is a core value for us. Hungary remains an attractive destination for foreign investors, and the local production of Pepsi products is a great example of how Hungarian industry can perform at a world-class level.”

The investment also included the development of sustainability-supporting infrastructure in line with environmental regulations—such as the installation of wastewater treatment and water purification facilities. Szentkirályi Hungary’s new plant supports the local economy as well: 44 new jobs have been created in Szentkirály to date, with further developments expected to create even more opportunities for local workers.

Mattoni 1873 is one of the leading mineral water and soft drink companies in the Central and Eastern European region, employing more than 3,000 people. Its portfolio includes numerous popular mineral water brands, and it is also the producer and distributor of PepsiCo products in many countries throughout the region. A decade ago, members of the Italian Pasquale family, owners of Mattoni 1873, partnered with Levente Balogh. Since then, the joint venture has become one of Hungary’s leading food industry companies through large-scale investments, high-quality products, and continuous innovation.

Airwaves Unleashes New Campaign with Fan-Inspired Visuals

Starting in April, Mars, the producer of the gum with a menthol kick, has unveiled its new ‘Ride The Airwaves’ campaign inspired by real fans’ social comments and celebrates the gum’s ability to deliver a reinvigorating kick at flat moments across the day.

At the core of the campaign is the uniquely intense Airwaves product experience. It delivers such a strong menthol kick, that over the years it has inspired countless comments and reviews online e.g. “Chewing @Airwaves feels like having supersize lungs”, and “Chewing @Airwaves feels like your mouth and nose light up”. This campaign turned organic online buzz into the creative foundation for visceral metaphors of the intense Airwaves experience, celebrating its passionate fan base and letting them shape the brand.

The global campaign was created by T&Pm in partnership with EssenceMediacom, Weber Shandwick and Born Social, and local PR activity in Hungary is organized by our Flow PR agency.