PepsiCo / UAE / 2025Film · Digital & Tech · Retail & Shopper
What The Cup! Dubai Launch.
PepsiCo promoted its customisable-drinks vending machine in Dubai with a campaign built around the surprise of its variety.
- Brand
- PepsiCo
- Agency
- Das Kapital
- Market
- UAE
- Region
- GCC
- Year
- 2025
The challenge
Make a multi-category vending machine understandable and appealing by communicating its benefits rather than only its technology.
The idea
Das Kapital named the campaign 'What The Cup!' and created spots focused on people's astonishment when encountering the machine. PepsiCo's in-house design team developed the visual identity. The Dubai communications followed an earlier Singapore launch.
Results
- Dubai communications began in June 2025; source-reported sales results relate to the earlier Singapore launch.
Case study source: Campaign Middle East Source ↗
Credits
- Brand
- PepsiCo
- Creative agency
- Das Kapital
- Design
- PepsiCo in-house design team
- Production agency
- EM Production
