"Your Bites, Your Rights": Pepsi Uses Artificial Intelligence to Reinvent The Way You Order Food

Mar. 28, 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 Piraja, a Rio-style bar and restaurant in Sao 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.

He said:

"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."

 

The campaign extends to social media (Meta and TikTok), supported by brand lovers and influencers like Camila Trianda, Caju, and Mustache.