Quench Your Thirst With Pepsi’s New Music-Inspired Campaign

The PepsiCo AMESA Design Team has launched its new Pepsi x Music campaign, “Thirsty for Music,” in Saudi Arabia. 

The campaign includes five limited-edition cans sporting a dynamic design that is a fusion of music and vivid cultural identity. Each can highlights a unique instrument, like a drum or a guitar, as well as Saudi architectural and textile influences. Additionally, the cans have an interactive component, and when scanned through Snapchat, the instruments come to life via a captivating filter. 

Designed with love by PepsiCo AMESA Design Team. Celebrating the “canvas” of music, the 2022 Pepsi x Music Campaign invites the old and new ‘beat’ of the kingdom. Campaign is all about celebrating the ‘Fusion of Inclusion,’ which spans diverse musical. The Design Team created a dynamic fusion of cultural design language and five limited edition music-themed cans for the campaign. Spanning the full product lineup of Pepsi, Pepsi Max and Pepsi Diet, we created bold geographic unique designs each featuring a different instrument to capture the sense of universal love and uniting power of music with a regional flair. We also captured the beauty of traditional cultural iconography we see reflected in Saudi architecture, textiles, and artifacts and translated it to the medium of packaging.