Pepsi X Mo Salah: Stay Thirsty

Pepsi, a food and drink brand, launched a campaign in Egypt to raise awareness about its direct and constant association with football, increase brand loyalty, convert consumers to advocates, and increase sales.

Campaign details

Brand: Pepsi Brand owner: PepsiCo Entrant company: Media DirectionIdea creation: King Tut's Playground Cairo Market: Egypt Sector: Carbonated soft drinks Media channels: Packaging & design, Events & experiential, Word of mouth, Influencers, KOLs, Social media, Outdoor, Out-of-home Budget: 1 - 3 million

Executive summary

As a mass brand, Pepsi must dominate the football platform, specifically with competitors vying for the football platform, looking to align with the most popular sport in Egypt. Since the start of Mo Salah’s career, Pepsi has been...

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