PEPSI x BRAND BUILDER : PEPSI GHIR B 5

« WE HAD A DREAM » of creating a 100% local PEPSI campaign.

It’s hard not to tell you about one of the campaigns we had the most pleasure in designing!

« We are called BRAND BUILDER,our mission is to help you build your brands on solid foundations for the long term. Local communication is clearly more relatable and tailored to the target audience. » – Sara ZOUAD, General Manager of BRAND BUILDER.

« The 5DH Pepsi liter is an interesting psychological price: it’s a round number, easy to remember, and culturally significant! In fact, the 5DH coin is deeply ingrained in the collective consciousness of Moroccans. The numerous nicknames it has acquired are proof of that! » – Reda, Independent Creative.

Each « nickname » is associated with a « tribe » and, consequently, a different occasion to consume Pepsi: when with family, you might say « myad’ryal», among friends, you would say « che9fa », in a game room while playing billiards, you might say « pyassa, » and so on.

PEPSI GHIR B 5, with its unforgettable anthem CINQA, FAYVA, PYASSA, SEMMUS, was an unprecedented campaign for Pepsi in Morocco.

« It’s the very first 100% local campaign for us. » – Rime, Marketing Director at Varun Morocco.

The brand fully embraces local cultural codes and addresses millennials in a fresh and original way, earning accolades from young Moroccans.

« We dared to use RAP and, more importantly, dared to speak Moroccan by giving a nod to each of our ‘tribes’. » – Sara ZOUAD, General Manager of BRAND BUILDER.

This campaign was marked by a TikTok challenge that engaged communities and was ranked in the top 3 challenges in the MENA region in 2021.