The 7UP Egypt Limited Edition series is a celebration of Egyptian culture. Through the lens of 7UP, we partnered with Egyptian artist Ghada Wali to celebrate Egypt’s identity, various eras, themes, and styles. 7UP celebrates originality and helps people get back to their most real, 100% selves. This campaign was an opportunity to celebrate and take pride in all things Egyptian.
The collection includes four illustrations: a pharaoh with pop art sensibilities teamed with bold lines and vibrant colors, modernized Egyptian trademark patterns, an iconic cat with lotus flower embellishments, and a celebration of the diverse and kitschy art found on Egyptian trucks.
Overall, the campaign has been a success. Local fans have praised the concept, copywriting, visuals and overall style. It is garnering lots of engagement and positive sentiment. The pack program is highly disruptive and driving collectability. August 2018 volumes are already 12% ahead of plan as the program has just begun.
PepsiCo Design & Innovation
350 Hudson St. 2nd Floor New York, United States 10014 US