Our role was to maximise awareness PepsiCo’s appointment as the premier snack and beverage partner of Expo 2020, around the agreement signing taking place in Dubai.

PepsiCo were keen to highlight that the collaboration is based on shared values and belief in a more sustainable future, with an aimto bring a new vision for beverages and snacks to the millions of global visitors that will attend the Expo. 

Our challenge was to deliver coverage of the partnership announcement, attended by His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of the Expo 2020 Dubai Higher Committee and PepsiCo Global CEO Indra K. Nooyi, but without access to either spokesperson.  

We therefore recommended the creation of a Video News Release and B-Roll footage, in both English and Arabic, utilising access to the audio of each spokesperson’s speech to the congregated audience.  Edited on a quick turnaround basis to maximise the timeliness of the announcement, we were able to distribute the content to top-tier broadcasters across the region within 24 hours of the signing.

Blanket coverage was secured across top tier local and regional media outlets including GulfNews, Dubai TV, Al Khaleej and Saneou Hadath, amongst several others, with a total potential reach of 11,136,468.