Pepsi has long been known for its connections with music, an association perfectly in tune with the brand’s ability to unify artistic expression and youth culture. It has used music as a platform and passion point for more than half a century and has previously partnered with iconic artists and legacies across the globe and in the region. Music can bring us together even when we’re socially distanced.
In its recent Hay Hal Sot campaign, Pepsi set its sights on one of the most important demographic groups in the region: Saudi youth.
Pepsi wanted to celebrate the region’s diverse talent and rich culture, bringing people together to experience the musical canvas of Saudi Arabia. It wanted a campaign that could help push the limits of cre
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