The rap scene is on the rise in Egypt, just as Pepsi was getting ready to launch the boldest tasting cola in town with two flavors: Lime and berries, and zero calories. Such a daring product needs to be marketed to an equally bold target. And can you think of anyone bolder than Gen Z?

Featuring their favorite up-and-coming talents; Abyusif and Marwan Pablo, we joined a conversation that Gen Z has already been having on social.

Following a social film that featured two of Gen Z's top favourite Egyptian Rappers/Trappers;

Abyusif and Marwan Pablo, Pepsi begins with a digital activation that went through 3 phases:

1) The interviews: Getting up close and personal with Abyusif and Marwan Pablo to get to know what being bold means to them.

2) Short videos: That are from the POV of the rappers. The main objective behind those videos were to highlight the two new flavours of the product.

3) Rap Challenge: That was launched on TikTok and Instagram through PEPSI’s, Abyusif’s & Pablo’s social media platforms encouraging the consumer to be part of the movement and be the voice of their generation.

To reach Generation Z, we had to find them in their own playground, where they spend the best part of their days; Online. So our content was put up on different platforms to ensure that we reach them wherever they might be.

And with a fast pace and attention span like Gen Z's, we had to find a quick way to grab their attention; simple interviews with their two favorite rappers and other talents, and engaging snackable content featuring their new preferred method of self-expression; Rap.

We even challenged them to show us what they've got and we've created a hashtag just for them. If you open #BeBoldWithPepsi you see (and hear) the boldness of this generation.

On Facebook:

Abyusif's interview: https://www.facebook.com/PepsiArabia/videos/2734938249969184/

Results:

Total Engagement: 62,925

Likes: 54,600

Comments: 4,625

Shares: 3,700

Marwan Pablo interview: https://www.facebook.com/PepsiArabia/videos/648313079245634/

Results:

Total Engagement: 38,830

Likes: 34,210

Comments: 3,427

Shares: 1,193

#BeBoldWithPepsi:

Total Engagement: 38,872

Likes: 35,613

Comments: 2,814

Shares: 445

On Instagram:

Over 371 videos have been published under our Hashtag #BeBoldWithPepsi

#BeBoldWithPepsi:

https://www.instagram.com/explore/tags/beboldwithpepsi/

Total Engagement: 861,301

Likes: 859,794

Comments: 1,507

On TikTok:

Over 47 videos have been published under the challenge "Be Bold With Pepsi".

Over 64.2k views.

Here’s the link of all videos with this hashtag: https://vm.tiktok.com/q5Hvxa/