Dubai, May 24, 2015: As part of the 2015 Pepsi® Challenge™ global movement designed to galvanize consumers around the world to live life to the fullest, Emirati singer Hussain Al Jassmi has partnered with PepsiCo’s iconic brand, Pepsi, to become the region’s ambassador for the#PepsiChallenge, bringing music and life to consumers across the Middle East.
In addition to the global challenges across areas of pop culture that consumers are passionate about such as design, sport, music and tech, this partnership will offer fans across the Middle East the chance to try something new through a number of local challenges designed to empower them to “Live for Now.”
“It’s an honor for us to be partnering with such a celebrated artist. Hussain Al Jassmi represents a star to many generations and through this partnership, we want to empower consumers to try something new,” said Carla Hassan, Chief Marketing Officer, PepsiCo Middle East and Africa.
Commenting on the partnership, Hussain Al Jassmi said: “Pepsi represents an iconic brand and I couldn’t be more proud to be associated with it. We are all sometimes afraid to step out of our routine and try something new, but it’s because of that extra effort that I did I am now the person you see me today.”
As a Pepsi Challenge ambassador, the Emirati star will be featured on some of the biggest billboards in the UAE and across the region.
“I encourage everyone to join the #PepsiChallenge and show off what you’re really made of; it can get you to places you had never imagined,” Jassmi added.
Al Jassmi is the latest A-list star to join the #PepsiChallenge, which includes globalambassadors Serena Williams, the undisputed greatest female tennis player of all-time; the “Fastest Man Alive” and six-time Olympic gold medalist, Usain Bolt; and rising football superstar, James Rodríguez.
With a launch that marked #PepsiChallenge as the #1 Twitter trending topic worldwide, and engagements by and with Pepsi global brand ambassadors and international luminaries, fashion houses and sports celebrities alike, the Pepsi Challenge continues throughout 2015 with additional global and local challenges. Challenges are issued on Pepsi social channels, and via global and local ambassadors. To participate and be part of the Pepsi Challenge in the Middle East, please visit www.YallaNow.com.
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $66 billion in net revenue in 2014, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial performance while creating sustainable growth andshareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. For more information, visit www.pepsico.com.