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Limited edition in Saudi Arabia, Emirates and other Middle East countries
PepsiCo has launched Pepsi® Night Edition, a beverage designed for football fans in the Middle East who stay up to watch every moment of the game.
Soccer is one of the most passionately followed sports in the Middle East, with many of the highlights broadcast at night.
Combining the same great taste with an extra dose of caffeine, the bold new Pepsi® Night Edition is designed to energize and celebrate fans who sacrifice sleep to watch the game long after the kickoff.
To celebrate the launch, Pepsi® is bringing the experience directly to fans through specially designed vending machines in Saudi Arabia and the UAE, where visitors can purchase an exclusive Pepsi® Awake Kit free of charge. Available on a first-come, first-served basis, each kit includes a Pepsi® Night Edition case to fuel fans on game night, as well as ‘The Keeper’, a built-in phone holder to ensure you never miss a moment of the action, and a limited-edition t-shirt inspired by the invisible atmosphere of football nights.
PepsiCo Middle East and Africa Chief Marketing Officer Karim Mohsen said: “Football fans are making extraordinary efforts to follow the game’s biggest moments across the region. Be it staying up until the wee hours of the morning, gathering with friends to watch the games or following every minute from kick-off to the final whistle, that passion for football has been created in the region. fans and give them the energy they need to stay awake and enjoy every moment of the excitement.
Riyadh fans can visit Pepsi® Night Edition vending machines at TiVo Fun Zone at Nakheel Mall on June 15 and Joll Park Fun Zone Roshen Front on June 21 and 22. The Dubai event will be held at The Beach, JBR on June 20 and 21, giving fans the chance to get their hands on a limited edition Awake.
All events in Saudi Arabia and the UAE will include direct t-shirt printing, where fans can personalize a limited-edition shirt dated to the exact time to take home a unique souvenir. Each vending machine will also be a direct interaction point on the Snapchat app, where the machine can be photographed and tagged with Pepsi® to show on the Snap Map, and Pepsi® can surprise attendees with more surprises.
Schedule of events
Riyadh
TiVo Fun Zone, Nakheel Mall
June 15 – 21:30 – 12:30
“Gul Park Fan Zone”, “Roshen Front”
June 21 – 22:00 – 01:00
June 22 – 19:30 – 22:30
Dubai
“Beach, GBR”
June 20 – 20:00 – 22:00
June 21 – 22:00 – 12:00
Fans are encouraged to arrive early as the Awake Pack will only be available for a limited time. For more information and to follow the latest developments, please follow @pepsi_arabia and @pepsi_saudi
On Instagram, Snapchat and TikTok.
