Pepsi Music: We Are the Anthem

Frances McCabe, Lina Ibrahim, Johannes De Beer

Pepsi, a soft drink brand, launched a campaign in Saudi Arabia to grow volume shares, increase brand music and self-expression association, and increase market penetration and positive sentiment.

Campaign details

Brand: Pepsi Brand owner: PepsiCo Entrant company: Impact BBDOIdea creation: Impact BBDO Dubai Market: Saudi Arabia Sector: Carbonated soft drinks Media channels: Mobile & apps, Packaging & design, Social media, Online video, Word of mouth, Influencers, KOLs, Outdoor, Out-of-home, Radio & audio, Programmatic display, Virtual & augmented reality Budget: 1 - 3 million

Executive summary

Pepsi was facing a significant decline in Saudi; it was critical to build stronger brand equity to reignite cultural relevance and win the new generation of music....

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