Pepsi’s latest campaign for the Saudi market seeks to be in tune with the times. It has brought in seven brand ambassadors, including the singer Abadi Aljohar, for “The Greatness is Within” campaign.
The ad narrates the brand and celebrities’ evolution against the backdrop of what the kingdom has achieved through the decades. The ad was shot by KTP (King Tut’s Playground) while OMD is managing the strategic deployment of the campaign across key platforms.
The campaign video received over 10 million views in one week, while in four days, its Twitter-based campaign received an over 1.1 billion total reach and 4.5 billion impressions. The campaign hashtag has received 141,525 mentions to date, and the campaign hashtag was also listed as Saudi Arabia’s trending topics on Twitter.
“The campaign is based on the insight that ‘Inside every Saudi citizen there’s something great that can achieve the impossible. What you have within makes you the real Saudi’,” it said in a statement.