For football fans, Liverpool star forward Mo Salah is a legend, a force of nature, wildly talented, and dedicated to his work. These inspiring qualities endear him to so many people, but especially to his adoring Egyptian fanbase. That’s why Pepsi has again chosen to honor him in their latest Everyday Thirsty campaign, releasing a new limited-edition Mo can in Egypt that truly captures his spirit and embodies his thirst for more attitude.

The design team wanted to tap into our audience’s love for Mo while ensuring our cans created disruption at the shelf. Given his iconic status, we chose to center Mo as the hero of our design, layered with a collage of faces featuring die-hard Mo fans. They placed this powerful hero image of Mo front and center on the can as a call to action for consumers: motivating them to be inspired by Mo and to become better versions of themselves.

Additionally, the design team chose a simple but dramatic two-tone color palette, pairing our traditional Pepsi blue with silver, a noble hue representing grace, sophistication, and success. This color pairing reflects Mo’s mentality and helps distinguish these cans from our other offerings and competitor brands while allowing us to capture Mo the way consumers see him–as an Egyptian legend and icon.

In addition to the photograph of Mo in uniform, the design team used his signature to create an emblem on the bottom of the can. And, for the first time ever in Egypt, our Design Team featured a silver Pepsi logo on the can, making this limited-edition item even more unique and collectible. They also unveiled interactive lids with a text-and-win promotion, giving the audience access to exclusive behind-the-scenes content, chances to win various gifts, and the once-in-a-lifetime opportunity for a few lucky participants to meet Mo Salah in person.

While Mo Salah is a fan favorite, so is this can: since its launch, they’ve seen great success with the QR code engagement located under the can’s blue lid. Consumers could scan these codes and enjoy gifts like exclusive behind-the-scenes content of Mo in action, limited-edition merchandise, free food, and even self-development courses. As an added bonus, the top 11 fans with the highest number of code scans will get to meet Mo. The QR code was an enormous success, amassing 101M unique users, with redemptions totaling 50M, an increase of 30% from last year, and subscriptions totaling 165M, the highest ever in brand history.

Category:Graphic DesignYear:2023Designers:PepsiCo Design & Innovation, PepsiCo, New York, New York, USAManufacturer:PepsiCo, New York, New York, USA