Pepsi's Salah: Hopes and dreams

This case study describes how soft drink brand Pepsi used footballer Mo Salah in a TV and digital campaign to change its brand message and relaunch a SKU in Egypt.

Campaign details

Brand: PepsiBrand Owner: PepsiCoLead Agency: Media Pro Dubai, OMD EgyptCountry: EgyptIndustries: Carbonated soft drinksMedia Channels: Events & experiential, Other & ambient media, Packaging & design, Social media, TelevisionBudget: Up to 500k

Executive summary

Lucky are the few who get to encounter a campaign that redefines the trajectory of a brand's media communication, just for the fact that it ticked every box in a simple and clear manner.

The Pepsi Salah campaign had it all. A superstar, an inspiring message, great business results, record-breaking ROI, breaking...

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