Pepsi wanted to reconnect with Egyptian youth through music. We created the biggest music festival Egypt had seen in a decade — three stages, 40 artists, and 50,000 attendees over one unforgettable weekend.
The Challenge
Pepsi's brand relevance among Egyptian Gen Z was declining. Competitors had captured the "cool" factor. We needed to create a cultural moment that would reposition Pepsi as the brand that understands young Egyptians.
Our Solution
The Pepsi SoundWave Festival brought together the biggest names in Arabic pop, hip-hop, and electronic music. But the festival was just the centerpiece — we built a 6-month campaign with teaser events, artist collaborations, user-generated content challenges, and exclusive Pepsi-flavored merchandise.
“SoundWave became more than a festival — it became a movement. MANkeyz understood exactly what Egyptian youth wanted.”
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