'Pepsi Sea of Stars' set to take over Arab world
Dubai, July 24, 2008
PepsiCo International in cooperation with Dubai Refreshment Company has launched ’Pepsi Sea of Stars’ (Bahr Al Nujoom in Arabic), a first-of-its-kind cinematic initiative, which opened in cinemas around the Arab world on Thursday.
The long-awaited movie features leading Arab artists which include Haifa Wahbe, Wael Kfouri, Carol Samaha, Ahmed Al Sharif, and Ruwaida Al Mahroogi in addition to other celebrities taking part in the film which also include Lotfy Labib, Saeed Saleh and a group of young budding and talented performers.
On the occasion of the movie launch, PepsiCo International regional president Saad Abdulatif said Pepsi had always been able to bond with its customers like no other brand had, creating trust and enduring relationships at all levels.
’The launch of Bahr Al Nujoom is a natural outcome of this successful endeavor, which we will forever cherish.” he remarked.
“Bahr Al Nujoom was a very exciting project and through the movie and its music, we were able to relate emotionally to our consumers. Our aim is to preserve the upbeat and creative image of Pepsi while connecting directly to our audience with the superstars they enjoy and admire in the Middle East,’ he added.
’Bahr Al Nujoom’ tells a story of young teenager who lives in a coastline city helping his father run the family business. To their misfortune, the tourists and residents move to the neighboring cities reducing the number of tourists that come to the city affecting the family business.
Driven by his strong feeling of responsibility and his daring ambition, the young boy decides that it is the time to revive his mother town, a place that that was always knows for music. Here the five main characters of the film appear who are Haifa Wahbe, Wael Kfouri, Carol Samaha, Ahmed Al Sharif, and Ruwaida Al Mahroogi to help the young boy, make him believe in his abilities, realize his dream, and bring back prosperity to his city.
Pepsi has always been a pioneer when it comes to innovative marketing by constantly looking at new and creative techniques.
Looking back in time at the history of Pepsi, we find that in 1984, they created a revolution by featuring Michael Jackson in a television commercial and thus introducing music marketing for the first time.
Today Pepsi’s music brand ambassadors include international celebrities such as Beyonce, Pink, Shakira and many more, not forgetting the prominent Arab stars such as Amr Diab, Elissa and Nawal Al Zoughbi who joined the Pepsi Family in the early 90’s.
With Bahr Al Nujoum, Pepsi has certainly taken their existing strategies to a new level, daring customers to ask for more in generations to come.-TradeArabia News Service