SOFT drinks giant Pepsi is turning up the heat this summer with the launch of a promotional campaign starring pop star Andy Lau Tak-wah - its biggest sponsorship agreement to date with an Asian celebrity. The deal follows rival Coca-cola's announcement in March of a new series of advertisements that would reverse the previous strategy of uniformity. Coca-cola also has a US$10 million (HK$77 million) plant in Cambodia while Pepsi is forging ahead with production in Vietnam. Lau said he was delighted with the Pepsi agreement. ''Being associated with Pepsi is a great move for me as we both appeal to the young generation,'' he said. The 18-month agreement signed yesterday includes a television commercial featuring Lau singing the Cantonese and Mandarin versions of the jingle You are my Dream. Pepsi will also sponsor Lau's forthcoming Asian concert tour. The president of Pepsi's Asia Pacific division, Mr Tony Illsley, said the deal was only one part of a business strategy to increase investment in the region. He would not reveal the value of the contract with Lau, saying only that it was a ''big number''. ''I'd say, for the moment, this would be the biggest deal we have ever put together in Asia; it represents a major commitment,'' he said. He said there were ''unbelievable opportunities'' still in China and that it was the company's highest priority.