CLIENT
PepsiCo
Ahmed Zakaria, Marketing Senior Director
Omar AboulHassan, Marketing Senior Director
Nesrine Chami, Senior Marketing Manager
Areej Moumina, Brand Marketing Manager
Rola Ammar, Senior Marketing Manager
Menna Zaki, Communications Director
AGENCY
Hossam Sherif, Senior Director - Strategic Marketing Investments
Christine Najarian, Director – Social Media
Isabelle Abou Samra, Senior Executive – Social Media
Nadine Ezz El Dine, Manager - Strategic Marketing Investments
Naji Younes, Associate Director - Strategic Marketing Investments
Saleh Agha, General Manager – OMD UAE
Saleh Ghazal, Managing Director – OMD UAE
Paul Barrass, Chief Creative Officer
Fabian Reuther, Integrated Creative Director
Joao Tumao, Art director
SUMMARY
When Pepsi decided to reverse a decline in brand and sales performance in Saudi Arabia, it chose to reconnect with the country’s youth through the language it knows so well: music. With a landmark collaboration with Hussain Al Jassmi, it created a song that blended tradition and modernity, just like Saudi millennials and Gen Zers, and promoted it with an impressive ‘media-to-shelf’ campaign. The result was a hit, in song downloads, sales and brand preference.
