Asia-Pacific Power List 2025: Bernard Cheng, PepsiCo

Bernard Cheng

Chief marketing officer
PepsiCo Asia Beverages
Thailand
New member 

Bernand Cheng has gone around the sun when it comes to experience in FMCG and quick-service restaurants (QSR). His deep specialism in this arena began at Nestlé, where he served as brand manager before making swift, steady moves up the ranks at the likes of Unilever (Streets Ice Cream) and KFC. At the latter fast-food institution, he spent 11 years working his way up as Thailand CMO and even made history for the company by launching KFC’s first-ever stores in Myanmar and Mongolia.

Presently, Cheng sits at PepsiCo, where he is CMO of Asia Beverages. In this current role, he oversees marketing across legacy brands such as Mountain Dew, Mirinda, 7Up, Aquafina, Lipton, and, of course, Pepsi. 

In Cheng’s reign at the F&B conglomerate so far, the company has managed to make market-share gains in key markets, with Forbes Thailand recently naming PepsiCo as one of only two F&B brands featured in its list of top-performing companies. 

One of the brand’s most noteworthy marketing efforts of late is its new brand platform called ‘You Can’t Hide Great Taste’, conceptualised in partnership with VaynerMedia. The campaign leverages Pepsi’s refreshing nature by showcasing talent with unfiltered expressions of enjoyment and euphoria having just taken a sip of the drink. 

One viral moment that helped bring the platform to life came via Japanese tennis player Yosuke Watanuki, who was seen chugging a Pepsi mid-match before going on to defeat high-ranking seed Frances Tiafoe at Indian Wells. The brand quickly responded with a Watanuki-inspired limited-edition Pepsi box for Japanese fans. In Thailand, a plum-flavoured Pepsi was introduced to cater to local palates, while in the Philippines, Mountain Dew Spiked marked a bold product innovation.

Last year, through its many creative endeavours, PepsiCo scooped up 18 awards at Cannes Lions, including a Gold and seven Silvers, its best-ever showing at the annual advertising blitz. At this year’s Cannes, Cheng will be a speaker, offering attendees valuable tips on how to harness the power of K-pop in marketing.