Pepsi / Saudi Arabia / 2022Digital & Tech · Social · Design & Packaging · Film
Pepsi Music: We Are the Anthem / Thirsty for Music.
Pepsi brought Saudi artists together for a music campaign, extending its anthem onto interactive, limited-edition cans.
- Brand
- Pepsi
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2022
The challenge
Grow Pepsi's connection to young Saudi audiences through music and self-expression.
The idea
A music film brings together Saudi performers for 'We Are the Anthem'. Five cans feature instruments and Snapcodes that trigger sound and augmented-reality effects, supported by a dance lens and wider digital activity.
Results
- WARC's case study reports 17% growth in volume share and digital reach of more than 31 million (https://www.warc.com/en/article/pepsi-music%3A-we-are-the-anthem-7cfecf2568da4701a9b8b30c48d83b51).
Case study source: Campaign Middle East Source ↗
Credits
- Brand
- Pepsi
- AR partner
- Snap
- Packaging design
- PepsiCo AMESA Design Team
- Artists
- Rashed Al-Fares, Abdullah Al-Manea, Molham, Lil Jumm and Jenn
- Brand marketing manager, KSA
- Nesrine Chami
