Snap, Pepsi Collaborate For Interactive Musical Campaign


Pepsi for its new creative campaign, Thirsty for Music has joined forces with Snap to launch five limited-edition interactive cans featuring classical and new musical instruments.

It celebrates the ever-evolving Saudi musical scene, accompanied by traditional Saudi cultural iconography reflected in architecture, traditional textiles, artefact, and more.

Incorporating the full Pepsi lineup of Pepsi Blue, Pepsi Max and Diet Pepsi, each represents a specific instrument and sound bite, including Oud, Guitar, Drums, Keyboard, and Durbaka.

Scanning the Snapcode brings the particular instrument to life, animating the can alongside various audio bites from the campaign’s soundtrack. It also brings the region’s first AR experience off the pack to the forefront, further engaging consumers with unique storytelling on the packaging.

The cans have been transformed into digital canvases by representing the musical instruments with local visual language done by using vibrant and striking colour palettes. On these digital canvases, both traditional and new musical instruments illustrations appear in a finely crafted and unique visual ensemble with a coinstrumentntemporary appeal to resonate with different genres of music.

Apart from the five marker tech lenses, Snap has created a body-tracking lens that Snapchatters can dance to. The body tracking lens features two different dances – hip-hop and K-pop inspired by the campaign’s film choreography.

The campaign with the theme song We Are The Anthem seeks to help Saudi artists break through and share their talent with the growing music enthusiast audience in the country. The 2022 campaign also invites fans to discover the kingdom’s old and new ‘beat’.

The campaign will include on-ground events, concerts, and thematic communication, among other cultural and entertainment events.

Pepsi has partnered with various artists for the campaign, which spans across diverse musical genres and features both iconic and upcoming artists. These include iconic Saudi Star Rashed Al-Fares, Molham, Jenn, Lil Jumm and Abdullah Al Manea.

Nesrine Chami, Brand Pepsi Marketing Manager, KSA said, “This diversity represented by the artists brought together by PEPSI® is to celebrate the richness of Saudi artistry; a gifted collective of creatives Thirsty for Music and creative expression. This partnership with Snap brings together two of the world’s biggest champions of creative talent and compliments the campaign with an interactive platform rich in engaging experiences.”

Ibrahim Zantout, Vertical Lead F&B/QSR at Snap said, “Our Saudi community is curious and eager to explore new experiences. Teaming up with Pepsi on new AR experiences introduces a unique entertainment option for our Saudi audience and helps them discover new content in an interactive setting.”

Pepsi has a history of collaborating with global and regional artists and stars to support and champion creative expression. Snap is one of the largest music platforms in the world. Its music library Sounds allows Snapchatters to add their favourite tune to photos and video messages.