Generations pass, but the core remains the same – Pepsi Co has communicated a compelling message in its latest marketing push in Saudi Arabia with ‘The Greatness is Within’ campaign. The ad was shot by KTP – King Tut’s Playground and OMD UAE is the media agency.
Seven of Pepsi brand ambassadors from the Kingdom, including composer and singer Abadi Al-Johar to Saudi’s UN Goodwill brand ambassador – Muna Abusulayman, who have been part of the brand journey, are at heart of the campaign.
In additional to mass media including television, the two-month long campaign will be seen across digital channels such as YouTube, Facebook, Instagram, Snapchat, Twitter. The film will also be on the likes of Shahid and Anghami.
The message comes at an apt time. Saudis today are connected more than ever to their national identity, anticipating the future, while witnessing historic transformation of their nation. Given Pepsi’s presence in the market for over six decades, the food and beverage company has been part of this evolution and is deeply entrenched in the Saudi culture.
In 2018, with ‘The Greatness is Within’, Pepsi is celebrating the Saudi pride. The campaign is based on the insight that inside every Saudi citizen there’s something great that can achieve the impossible. What is within makes the real Saudi.
The Kingdom, the brand and the celebrities’ evolution is woven together to bring this narrative to life.