The PEPSI Challenge™ Launches First Local Challenge in the Middle East with the James Rodríguez “Goal Celebration Challenge”

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James-Rodriguez

Three winners from the Arab world will get to travel and show off their celebration moves to the football superstar

Dubai, May 6, 2015: Building on the love and passion for football across the Middle East, and to encourage people to step out of their routine and do something different, Pepsi® has launched the GOAL CELEBRATION CHALLENGE.

Following the partnership between Pepsi and the rising football superstar James Rodríguez, football fans from across the Middle East will be challenged to perform their best and most original football celebration moves, for the chance of a lifetime to fly to Spain and teach Rodríguez their winning celebration moves.

“James Rodríguez is known for his goal celebrations, with people all over the world, including football fans in the Middle East, inspired by his moves and spirit. The first local challenge in the Middle East celebrates our brand ethos to ‘Live for Now’ and the spirit of the new Pepsi Challenge to encourage our fans to step out of their comfort zone and do something different. We’re challenging our fans to come up with their own original celebration moves and are excited to see what they share back,” said Carla Hassan, Chief Marketing Officer, PepsiCo Middle East and Africa.

“I am so happy to be partnering with Pepsi for this amazing campaign. In football, challenging yourself and going beyond your comfort zone is a requirement, and I encourage everyone to do so by showing us your best football celebration moves and be part of the movement,” commented Rodríguez.

This activation is part of the 2015 global #PepsiChallenge initiative launched earlier this year to encourage people to step out of their routine, do something different, and make every moment – big or small – epic, and truly “Live for Now.”

The content-driven, socially-led Pepsi Challenge will bring out-of-this-world films, once-in-a-lifetime music events, unique sports experiences and a global movement that will light up entire communities.

The Pepsi Challenge “Goal Celebration Challenge” is going live through a 360 degree campaign; starting with a TV advert starring James Rodríguez calling participants to join the challenge and submit their move celebrations. Pepsi Arabia’s Facebook, Twitter and Youtube pages will also activate the competition by showing the advert and asking fans to participate. That’s not all – in-store promotions and a brand new packaging will also support the launch of this great challenge.

To participate and be part of the challenge, please visit www.YallaNow.com

The PEPSI Challenge™ Launches First Local Challenge in the Middle East with the James Rodríguez "Goal Celebration Challenge"

About PepsiCo
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 and shareholder 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.

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