Pepsi Takes Saudi National Achievements to the Global Stage With #I_Am_Saudi Campaign

Press release
Published May 21st, 2018 - 06:52 GMT
The #I_Am_Saudi campaign aims to inspire Saudi nationals to break barriers and be bold leaders while contributing to society and economic growth, as per Saudi Vision 2030.
The #I_Am_Saudi campaign aims to inspire Saudi nationals to break barriers and be bold leaders while contributing to society and economic growth, as per Saudi Vision 2030.

Followingthe successful introduction of the Pepsi® “Generation after generation, yet the heart is one” brand campaign, which saw eight Saudi national icons showcased in a powerful and creative film that celebrated Saudi pride, Pepsi launched the campaign’s phase: “#I_Am_Saudi”, on billboards across Times Square in New York City.

The campaign brings on board some of Saudi Arabia’s greatest icons through a documentary that highlights their achievements. Presented by hip-hop sensation Qusai, the three featured Saudis are Emad AlMalki, World Karate Federation Grand Winner; Raha Moharrak, the first Saudi Seven-Summits-accomplished athlete, and Mishaal Ashemimry, the first aerospace engineer in the GCC to design rockets for Mars missions.

Speaking about the new campaign, Hossam Dabbous, MENA Vice President, Beverage Category, PepsiCo said: “Being Saudi is a source of pride for every national. We are proud to celebrate being part of the Kingdom’s heritage for more than 60 years, by bringing to light the incredible achievements of the four Saudis highlighted in our ‘#I_Am_Saudi’ campaign. Our hope is to spread a message of positivity and encouragement, to inspire future generations – in Saudi Arabia as well as across the world – to reach beyond their own expectations and to achieve their dreams.”

The #I_Am_Saudi campaign aims to inspire Saudi nationals to break barriers and be bold leaders while contributing to society and economic growth, as per Saudi Vision 2030.

“Aside from being a resource-rich nation, Saudi Arabia’s most valuable asset is its people,” explained Dabbous. “Saudi Vision 2030 has empowered a whole generation to explore new avenues and become pioneers in the Kingdom.”

Emad AlMalki said: “What Pepsi is doing to shine a light on Saudi nationals shows the brand’s longstanding commitment to the Kingdom, which spans more than six decades. It also sets a precedent for private companies in Saudi Arabia to support national pride.”

Raha Moharrak said: “I am proud to be featured in a campaign that supports Saudis and in particular women achievers, who have broken barriers because they believe nothing is impossible.”

“The I_Am_Saudi campaign allows us to provide an image that that supports Saudi Vision 2030 in establishing that the strong future and its potential lies in its people and what they aspire to make out of themselves,” added Mishaal Ashemimry.

For over six decades, PepsiCo has supported talent in the region across all sectors. Through this brand campaign, the company aims to underscore the immense potential of Saudi talent to inspire generations to come.

Watch the documentary, and join the #I_Am_Saudi conversation on the Pepsi Arabia Facebook and Twitter pages.

Background Information

Pepsi Cola International

In 1965, Donald Kendall, the CEO of Pepsi-Cola, and Herman Lay, the CEO of Frito-Lay, recognized what they called “a marriage made in heaven,” a single company delivering perfectly-salty snacks served alongside the best cola on earth. Their vision led to what quickly became one of the world's leading food and beverage companies: PepsiCo. 

For more than 50 years, as tastes, trends and lifestyles have changed, PepsiCo has evolved with them. Our willingness to adapt and grow has transformed our snack and soda company into a collection of global brands including Pepsi and Quaker, Gatorade and Tropicana, Frito-Lay and beyond. Today, PepsiCo is one of the world’s most-respected companies with products sold in more than 200 countries and territories and 22 brands that generate more than $1 billion each in estimated annual retail sales.

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