PepsiCo Corporate: brand & sustainability transformation.
The Middle East embraces sustainability amid rapid transformation.
As one of biggest producers of plastic, PepsiCo recognized the role they had to play in working towards creating a more sustainable world, and this began with them sharing their commitments to transforming both its processes and business model.
Working together with PepsiCo on their transformation journey, we developed an overarching strategy that aligned with PepsiCo’s mission to become a more responsible corporate citizen, emphasizing sustainability and local community support.
As a first step, we identified an opportunity to partner with Expo 2020 Dubai, a partnership that was aligned in the united goal of building awareness and education around sustainability in the Middle East and beyond.
Our team helped PepsiCo fully leverage this partnership to elevate its brand and strengthen connections with consumers and key stakeholders across the GCC and beyond.
From there, the relationship rapidly expanded, allowing us to play a larger role in PepsiCo’s holistic transformation. We led the development of strategic initiatives, managed content production, and orchestrated the brand’s online reputation, ultimately becoming a key strategic partner over the course of several years.
PepsiCo x Expo2020: Challenge Today, Change Tomorrow.
Nomads developed the brand positioning for PepsiCo x Expo2020 partnership activation of “Challenge Today, Change Tomorrow, which became more than a brand line; it became an ethos and internal rallying cry that PepsiCo adopted themselves and infused into everything we did together over the course of the PepsiCo x Expo2020 partnership.
As part of our strategic leadership, we developed and were the brand guardians of a multi-year detailed communications roadmap for all Expo-related communication, across multiple internal & external stakeholders & channels.
Working as their strategic and creative partner, we fostered open collaboration between multiple business units within PepsiCo.
We helped PepsiCo define their North Star to help them reinforce their position in the Kingdom of Saudi Arabia as a locally rooted brand.
We developed “Proudly Saudi”, a transformative positioning for the brand to own, and this cascaded into the development of a full 360 creative campaign visual identity & logo development.
Strategic Leadership & Partnership Facilitation for Business & Brand Growth.
A long term partnership framework definition for collaboration between PepsiCo and Saudi Arabia’s SFA (Sports For All) and GSA (General Sports Authority).
Additionally a content strategy & ongoing content creation programme for Saudi Arabia’s SFDA (Saudi Food and Drug Administration) on behalf of PepsiCo.
360 Degree Strategic & Creative Campaign Delivery.
We developed multiple 360 creative campaigns across the business, including “Harek / Move”.
PepsiCo has been present in the Kingdom of Saudi Arabia for over 60 years, and had recently renewed their focus on supporting and uplifting the community through several initiatives and partnerships. To help support Vision 2030, PepsiCo wanted to partner with Saudi Sports For All (SFA) to get Saudis from all walks of life to get more engaged in physical activity, and engaged Nomads to help them define the way forward.
We worked with PepsiCo to help them define the partnership framework, as a way for PepsiCo and SFA to work together towards getting more Saudis active. Nomads defined a 3 year business strategy for the partnership, as well as a strategic roadmap for its phased rollout over time. The first activity to cement the partnership was to give it a name and visual identity, which Nomads relished the opportunity to do. Following that, we launched a full 360 campaign in KSA to encourage the citizens of KSA to do just one thing: MOVE.
An identity inspired by the very thing it was designed to envoke: Movement.
Transforming plastic into positivity through sustainability awareness & education.
“It feels good to do good”- This was our core insight that informed the creative platform that we developed to house PepsiCo’s regional sustainability strategy (which we also developed) and we named it Live On. Live On as a name was designed to educate consumers about recycling and to the importance of driving a circular economy for a more sustainable planet. We developed the platform name, logo & visual identity, and full launch campaign.
Recycling is almost like a form of art, mixing the old and new. Plastic waste is shredded and small pieces of different colours, shapes and sizes are used as building blocks to create something new. Our logo took inspiration from this process, with the word mark constructed from a range of graphic and typographic elements to create the final logo, in English and Arabic.
