Pepsi has been the drink of choice to a multitude of generations. For the iconic brand’s 125th birthday, we take a look at how Pepsi has ignited imaginations and pioneered brand-led social action in Pakistan.
Pepsi, powering superstars in Pakistan since 1967
2023 is the year of brand Pepsi’s 125th birthday around the world. In Pakistan, Pepsi’s story spans over five decades of being a consumer favorite over generations. The brand's resonant narrative has weaved through the realms of cricket and music, supporting top sports legends and musical sensations to captivate the hearts of millions. In 2023, it is well on its way to infuse the brand’s youth-centric ethos with a potent dose of social consciousness, all while staying true to the brand’s core promise of inspiring and empowering the stars of tomorrow.
Pepsi | Cricket | Music
In 1967, PepsiCo introduced Pepsi to Pakistan, but the brand's contribution to Pakistan’s cultural renaissance came about in the 1980s. It was the era of beloved cricketers featuring prominently in Pepsi’s unforgettable ad campaigns. Proudly sponsoring Pakistan's cricket team, Pepsi ads brought fans closer to the game's legends in what felt like an exclusive party: you, the cricket stars, and a cold, refreshing Pepsi. Cricket legends like Imran Khan and prodigies like Wasim Akram and Waqar Younis featured in these aspirational yet subtle Pepsi commercials, creating a whole new generation of Pepsi enthusiasts.
In his 2022 memoirs "Sultan," Wasim Akram candidly shared his dream of joining the "Pepsi Generation" during his early cricketing struggles. When his talent earned him a spot in Pepsi's campaign, he entered a league of legends alongside his idol, Imran Khan. This transition from consumer to star felt life-changing, thanks to Pepsi's strong brand values and progressive vision.
Pepsi has always led the market in its support for the Pakistan cricket team. In turn, the playful scenarios of cricketers enjoying Pepsi elevate their status from national icons to cherished figures. These resonate with consumers, making it a shared experience.
The (Pepsi) Beat Goes On
From cricketers to music artists, Pepsi in Pakistan has always been adept at showcasing the aspirations of youth. PepsiCo championed talented new artists in the 1980s and 1990s by supporting their journeys to stardom and adding them to unforgettable ad campaigns.
The fresh brand communications during this period featured up and coming superstars like Nazia and Zoheb Hassan, Vital Signs, Awaaz, Strings and Entity Paradigm. The evolution of pop and rock music in Pakistan over the next three decades became inextricably linked with Pepsi, creating larger-than-life success stories whose glory consumers were happy to bask in.
What’s Next for “Generation Next”?
In recent years, the aspirations of the new generation have evolved to include a heightened sense of social awareness and activism. People now expect their favorite brands to be socially engaged, and Pepsi has once again emerged as a frontrunner in this space under the dynamic marketing leadership team.
The Team’s vision ignited the "Why Not Meri Jaan?" brand turnaround campaign, a powerful call to action encouraging youth to challenge deeply ingrained, regressive societal stereotypes. Fueled by the groovy song sung by Gen-Z icons Young Stunners, this slogan has galvanized millions of Pepsi enthusiasts to harness their youthful energy and take new challenges head-on.
"A purpose-driven brand can wield significant social influence. Pepsi's 'Why Not Meri Jaan' exemplifies this," says Umer Sohail, Marketing Manager Colas, embodying the PepsiCo ethos of "Performance with Purpose."
To amplify this transformative movement, Pepsi unveiled a groundbreaking campaign to support women's right to mobility and public spaces by normalizing female bike riding in January 2023.
In March 2023, Pepsi took this initiative to the streets for real-life impact by organizing a transformative bike rally that defied societal norms and inspired all. Pink Riders and female traffic police officers joined forces with superstars like Urwa Hocane, Sohai Ali Abro, and Ushna Shah, alongside Zenith Irfan, the famous Biker Girl. Together, they led a procession of 500 women, reiterating the need to subvert stereotypes that hold us back from meaningful societal progress.
Changing the narrative and breaking stereotypes with Pepsi's iconic Ride for Change campaign
On social media, the hashtag "#RideForChange" became a rallying point, showcasing countless empowering stories, videos, and photos of women embracing bike riding. This movement also garnered widespread support from male allies across the spectrum.
In Lahore & Karachi, Pepsi partnered with the City Traffic Police to train and issue learning licenses to more than 10,000 female students through Pepsi donated electric scooters. Ultimately, these scooters will be entrusted to the respective traffic police authorities for use in women's training centers. This initiative aims to provide bike riding and road safety training to 30,000 female students, broadening their horizons and life opportunities.
Pepsi takes its role in sparking imaginations and empowering future generations as an ongoing mission. While the magnetic allure of emerging cricket and music legends continues to be a cornerstone of Pepsi's advertising legacy, the brand has now cracked the code of true aspiration. The Pepsi brand story now champions consumers as their own greatest heroes, fully capable of dismantling barriers and achieving greatness.