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Pepsi
The Sound of Saudi

RAN IN:

CLIENT
PepsiCo

AGENCY
Publicis Groupe - Leo Burnett Middle East *Lead Agency


omd DUBAI *Lead Agency


Publicis Groupe - Leo Burnett Middle East


SUMMARY

In the competitive Saudi Zero Sugar market, Pepsi wanted to increase market share. So, we decided to connect with the target audience, youth, by connecting them to their passion – music. But did it in a manner that was authentic. We created a one-of-a-kind talent discovery platform, bringing young Saudi voices to the forefront in a unique collaboration with music giants Anghami and TikTok. The campaign surpassed expectations - the youth actively participated, and the campaign elevated Pepsi's position as a music brand, capturing a growing Zero Sugar market segment.

CASE VIDEO


Medium Featured On Video: Branded Content – Editorial,Branded Content – Product Placement,Digital Mktg. – Audio Ads,Digital Mktg. – Influencers,Digital Mktg. – Long Video (3+ min.),Digital Mktg. – Short Video (:15-3 min.),Digital Mktg. – Social: Organic,Digital Mktg. – Social: Paid,Digital Mktg. – Video Ads,Sponsorships – Entertainment,Sponsorships – Unique Opportunity,TV,User Generated Content & Reviews

Language: English