Image Credit : PepsiCo Design & Innovation
Project Overview
Pepsi is inextricably linked with music, and the Pepsi Music x Amr Diab campaign places the beloved number one singer in the Middle East front and center on the bold blue Pepsi pack. Amr Diab’s long music career brings to mind the sounds of summer in the Middle East and is synonymous with good times and great memories. Reminding Pepsi fans how music keeps us all young, the campaign and limited edition single-serve cans celebrate Amr Diab’s youthful energy and status as an icon who never seems to age.
Project Commissioner
Project Creator
Team
PepsiCo Design & Innovation
Project Brief
The campaign ad which features a medley of Amr Diab’s most popular songs was a #1 trending video on YouTube with 413 MM impressions and 78 MM views. The campaign was met with overwhelmingly positive public sentiment and significant PR buzz due to organic discussion via celebrities, influencers and consumers. A TikTok challenge invited top TikTok influencers to compete for a chance to meet Amr Diab. In less than a week, this competition incentivized 1000+ users to create submissions. This marks yet another successful partnership between Pepsi and Amr Diab resulting in a disruptive campaign that drives single-serve volume.
Project Innovation/Need
Pepsi is inextricably linked with music, and the Pepsi Music x Amr Diab campaign places the beloved number one singer in the Middle East front and center on the bold blue Pepsi pack.
Design Challenge
Amr Diab’s long music career brings to mind the sounds of summer in the Middle East and is synonymous with good times and great memories. Reminding Pepsi fans how music keeps us all young, the campaign and limited edition single-serve cans celebrate Amr Diab’s youthful energy and status as an icon who never seems to age.
Effectiveness
The campaign ad which features a medley of Amr Diab’s most popular songs was a #1 trending video on YouTube with 413 MM impressions and 78 MM views.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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