PEPSI® continues to champion its long-term association with Saudi Arabian music. Extending its legacy of artist collaborations, the brand has joined forces with iconic and up-and-coming musical performers from the Kingdom to launch its new Pepsi Music campaign, ‘WE ARE THE ANTHEM”. Reiterating PEPSI®’s commitment to Saudi Arabia’s burgeoning music industry, the collaboration spotlights the cultural and artistic potential of the region.
“WE ARE THE ANTHEM’’ celebrates the “Fusion of Inclusion”: the diversity of Saudi Arabian musical genres — an expansive array of styles ranging from Tarab to Arabic Pop and Rap. This diversity is represented by the artists brought together by PEPSI® to celebrate the richness of Saudi artistry; a gifted collective of creatives “Thirsty for Music” and creative expression.
The campaign features a song as a tribute to the Saudi changemakers of music called ‘’WE ARE THE ANTHEM’’, performed by the “Knight of the Khaleeji Song” Rashed Al Fares, and a handful of talented Saudi artists such as Abdullah Al Manea, Molham, Lil Jum and Jenn. The musical anthem was the collaborative work of prominent creative changemakers, Ammar Ramadan, Saudi poet Turki AlSherif and Jasim Mohamed.
As part of the campaign, PEPSI® is releasing a video clip featuring the artists. The video will also shine a spotlight on Saudi culture by showcasing a selection of heritage sites, mapping out the evolution of the Saudi music scene.
Rashed Al Fares, said: “As a proud Saudi, my music and art have always held up a mirror to who I am and where I come from, reflecting the cultural influences that have shaped me. I am delighted to play a part in raising awareness of the Kingdom’s thriving creative scene with the launch of the PEPSI® Music campaign and the release of ‘WE ARE THE ANTHEM’. I hope this goes a long way to calling attention to the power of Saudi imagination and inventiveness, creating lasting bonds between the Kingdom’s artists and the rest of the world.”
Aamer Sheikh, Middle East CEO at PepsiCo, said: “Saudi Arabia is home to a thriving community of gifted artists. Renowned for its rich artistic heritage and traditions, the Kingdom has been a hub of creative expression. At PepsiCo, we understand that it is decidedly important for us to support the people and communities we cater to by creating truly inspiring experiences that will not only live long in the memory but generate lasting opportunities, transform lives, contribute to the growth of the Kingdom and spotlight the beauty of its creative landscape. That is precisely what we aim to do with the launch of the PEPSI® Music campaign, to provide a stage for Saudi creativity and Saudi Music.”
This collaboration is the latest step taken by the brand to realize the potential of the Kingdom’s diverse community of creatives — a goal very much in line with Saudi Vision 2030.
Through the launch of its new music campaign, Pepsi will continue to enliven the Saudi entertainment scene, creating memorable experiences across the Kingdom through a series of ongoing events and initiatives.
PepsiCo has been present in Saudi Arabia for the last 60 years and aims to extend its proud legacy of inspired storytelling through music across the Arab world.