Pepsi / Saudi Arabia / 2020Design & Packaging · Film
My Homeland.
For the 90th National Day, Pepsi commissioned a new song sung by Saudi artists from different regions and released limited-edition cans inspired by Saudi calligraphy and dress.
- Brand
- Pepsi
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2020
The challenge
Pepsi was marking 60 years in Saudi Arabia in the same year as the Kingdom's 90th National Day, and wanted to celebrate national pride and young Saudi talent.
The idea
The newly written song 'My Homeland' brought together Dalia Mubarak, Ayed and Sultan Alrasheed with five other Saudi singers from across the Kingdom. Limited-edition cans and packs carried heritage-inspired designs, a '90th' emblem and the year's official slogan, همة حتى القمة.
Case study source: Campaign Middle East Source ↗
