Pepsi
PITCH: AWARDED
CREATIVE STRATEGY
SOCIAL-FIRST CAMPAIGN
CONCEPT DEVELOPMENT
CULTURAL POSITIONING
REGIONAL PRODUCT LAUNCH
AT A GLANCE
For the regional launch of Pepsi Zero Wild Cherry, the challenge was to introduce a new flavor in a category driven by hype, yet saturated with global, one-size-fits-all campaigns. Instead of imposing a global narrative, we rooted the launch in local culture—through people. “Wild Crew” brought together a collective of creators across UAE and Kuwait who embodied bold, untamed expression across fashion, food, and music. The campaign turned the product into a cultural signal—where the flavor wasn’t just tasted, but lived through the people shaping the region’s creative energy.
MY ROLE
Creative Strategist: Led strategic foundation, insight development, concept creation, and design pitch presentation flow. Built the narrative, approach while supporting creative development.
THE BRIEF
Launch Pepsi Zero Wild Cherry across UAE & Kuwait, creating a culturally relevant, high-energy campaign that drives awareness, trial, and social buzz.
THE TENSION
Global launches often feel imported, failing to connect with a region that values local identity and cultural relevance.
THE OPPORTUNITY FLIP
Let the region define the flavor, embedding the product into culture through its people, not just its branding.
THE STRATEGIC DIRECTION
Build a creator-led launch driven by cultural insiders, introducing the product from within the region rather than imposing it from the outside, turning it into a locally rooted cultural moment.
THE INSIGHT
In this region, culture isn’t followed, it’s shaped by creators across scenes like fashion, food, and music.
THE CREATIVE CONCEPT
“WILD CREW” a collective of regional creators who embody the bold, untamed spirit of Wild Cherry launch the product through insider-led content drops, collaborations, and social-first storytelling.
THE PRESENTATION
