Your Bites, Your Rights – Pepsi Uses AI to Let You Invent Your Own Dish
A Bold Blend of Food, Tech, and Creative Freedom
In a time when brand experiences are expected to be both immersive and memorable, Pepsi® has once again pushed the boundaries of innovation. Their latest campaign in Brazil, “Your Bites, Your Rights”, is a creative masterclass in how technology, food, and consumer empowerment can intersect. By introducing Artificial Intelligence into a real-world dining experience, the brand delivers a campaign that’s as flavorful as it is forward-thinking.
Mixing Taste and Tech: The Concept Behind the Campaign
What if diners could design their own dream dishes at a restaurant—no limitations, no rules, just imagination on a plate? That’s exactly the opportunity Pepsi® served up at Pirajá, a Rio-style bar in São Paulo.
Instead of a traditional menu, guests were handed a tablet equipped with voice command AI. This tool allowed them to create bold, custom food combinations—from a parmegiana shepherd’s pie to a vegan moqueca sandwich. AI would generate a visual representation of the dish, which was then handed off to the restaurant’s chefs to bring to life.
This innovative twist didn’t just allow for culinary creativity—it turned ordering food into a personalized brand experience. The campaign seamlessly aligned with Pepsi®’s global positioning: “Better With”—suggesting that everything, even your wildest food cravings, can be better with Pepsi®.
The Power of Personalization in Advertising
At its core, “Your Bites, Your Rights” champions consumer choice and individuality, tapping into the growing trend of personalization in marketing. It’s not just about ordering food—it’s about co-creating an experience, one unique bite at a time.
According to Diego Bastian, Head of Carbonated Beverages Marketing at PepsiCo Brazil, the campaign “brings PEPSI®’s irreverence to the table” and proves how tech can bridge the gap between digital and physical worlds. From the moment the AI generates your dish to the surprise of actually tasting it, the campaign redefines what a brand experience can be.
A First in Latin America, A Model for the Future
This marks Pepsi®’s first fully meal-focused campaign in Latin America, and it sets a bold precedent for how food and beverage brands can leverage AI to create real-life impact. Rather than a gimmick, the use of AI here feels organic—enhancing both the mealtime moment and the brand’s presence in consumers’ lives.
By turning Pirajá into an experimental playground for food lovers, Pepsi® demonstrates the potential of hyperlocal activations with global resonance.
Influencer Support and Social Media Buzz
Of course, no modern campaign is complete without a digital push. Pepsi® amplified the activation across Meta and TikTok, with support from influential voices like Camila Trianda, Caju, and Mustache. Their participation helped spark online curiosity, encouraging even more people to imagine what their own “right to bite” might look like.
From influencer-generated content to real-time reactions, the campaign’s social extension ensures it lives far beyond the restaurant floor.
Why This Campaign Works
Pepsi®’s “Your Bites, Your Rights” is more than a clever use of technology—it’s a lesson in experiential marketing done right. Here’s why it stands out:
Personalization at Scale – Consumers aren’t just customers; they’re co-creators.
Seamless Tech Integration – AI is used as a tool, not a gimmick.
Emotional Engagement – The excitement of tasting a dish you imagined? Unmatched.
Strong Brand Positioning – Ties directly back to Pepsi®’s “Better With” philosophy.
Final Thoughts
In the ever-evolving world of creative advertising, Pepsi®’s “Your Bites, Your Rights” campaign is a flavorful fusion of innovation, tech, and storytelling. It’s a campaign that invites consumers not just to consume—but to create, experiment, and fully immerse themselves in the brand.
As AI continues to open new doors for marketers, Pepsi® proves that the future of advertising might just be on your plate.
Credits
Client: Pepsico
Campaign: Your Bites, Your Rights
Agency: Bakery – Powered by Ampfy
This campaign is about:
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