Pepsi has teamed up with Snap for their new “Thirsty for Music” campaign. The brand will create five limited-edition interactive cans featuring classical and innovative musical instruments to commemorate Saudi Arabia’s developing music industry as part of the campaign.
Pepsi Blue, Pepsi Max, and Diet Pepsi are among the cans, and each one depicts a different instrument and sound clip, such as oud, guitar, drums, piano, and darbuka.
Scanning the Snapcode on the can brings the instrument on the can to life, animating it along with other audio clips from the campaign’s soundtrack, making this the region’s first augmented reality experience.
Rashed Al-Fares, Molham, and Abdullah Al-Manea are among the artists that have collaborated with Pepsi on the campaign. “We Are The Anthem,” the campaign’s theme song, aims to assist Saudi artists break through and share their talent on a larger scale.
“The diversity represented by the artists brought together by Pepsi is to honour the richness of Saudi artistry; a gifted collective of creatives with a ‘hunger for music’ and creative expression,” stated Nesrine Chami, Pepsi’s brand marketing manager for KSA.
“This relationship with Snap brings together two of the world’s most renowned creative talents and complements the campaign with an interactive platform rich in engaging experiences,” she continued.
On-the-ground events and concerts, as well as other cultural and entertainment events, will be part of the campaign.