Pepsi: Sound of a Nation

This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.

Campaign details

Brand: PepsicoBrand owner: PepsiCo InternationalLead agency: IMPACT BBDO CairoContributing agencies: OMDCountry: EgyptIndustries: Carbonated soft drinksMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Social media, TelevisionBudget: Up to 500k

Executive summary

In the world of Pepsi, the music platform is a brand image driver and a key pillar to reaching young consumers. However, after a year-long hiatus in our most successful show-ground, topped by the mounting success of Coke Studio, we had to find a way to regain our footing in Egypt.

However,...

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