In an exclusive interview, Mustafa Shamseldin, Senior VP & Chief Marketing Officer - Africa, Middle East, and South Asia at PepsiCo, shares with Communicate about their new campaign for Expo2020 and how they plan to make the experience global.
What does the campaign title - Challenge Today, Change Tomorrow mean and why is PepsiCo anchoring its Expo 2020 Dubai experience to this philosophy?
The “Challenge Today, Change Tomorrow” umbrella, is a mindset and philosophy that we share with Expo 2020 Dubai.
While Expo 2020 Dubai is running for a period of six months (from 1 October 2021 – 31 March 2022), its impact will be felt far beyond the event. As the Official Beverage and Snack Partner, we want to use our presence to challenge the status quo and create a better and more sustainable world.
What’s unique about PepsiCo is the power of our brands, and the brands we have chosen for our Expo 2020 Dubai pavilions, represent a purpose that aligns perfectly with Expo 2020 Dubai’s sub-themes of Opportunity, Mobility, and Sustainability. It gives us an opportunity to challenge today and change tomorrow. For example, Gatorade is challenging conventional thinking by introducing innovations in the area of sports fueling. Aquafina is leading the way with good water stewardship and challenging the status quo by educating people on how to preserve this precious resource, and Pepsi & Lay’s are leading the way by amplifying young changemakers and elevating fun – bringing millions of smiles with every sip and every bite.
In a nutshell, Expo 2020 Dubai is a global incubator for new ideas, and an opportunity for us to bring to life innovations that have the potential to be developed over the long-term. We are confident that Expo 2020 Dubai has the power to convene the “best of the best” on the world’s stage in Dubai, which is undeniably one of the world’s most forward-looking cities.
We also believe that change – at an impactful level - is only possible through active partnerships and stakeholder engagement, which is why we’re using the power of the Expo 2020 Dubai platform to anchor the PepsiCo experience to this challenge today, change tomorrow philosophy.
How is PepsiCo challenging today and changing tomorrow? What initiatives are you taking?
At Expo 2020 Dubai we will be showcasing the diversity of our PepsiCo portfolio alongside our vision for sustainable food and beverage practices.
We’ve recently revealed our three main pavilions - The Plus, The Bolt and The Drop reflecting Expo 2020 Dubai’s three sub-themes of Opportunity, Mobility and Sustainability and our own vision of Winning with Purpose. Each pavilion will hero specific PepsiCo brands and bring their own unique purpose to life as we champion our commitment to Challenge Today to Change Tomorrow. The brands are Aquafina, Gatorade, Lay’s, and Pepsi as they are some of the PepsiCo brands that best represent PepsiCo’s vision for a healthier, more sustainable world that can spark joy and bring more smiles with every sip and every bite.
The Drop pavilion is our sustainability-inspired pavilion which represents Aquafina and invites visitors on a journey where one drop can cause a ripple – reminding people of our shared responsibility to the planet. On that front, we’ve recently launched Aquafina water in fully and infinitely recyclable aluminum cans and glass bottles. The launch was paralleled with a “Say Yes” challenge on our social media channels, where we invited everyone to start working towards a more sustainable future by switching to easily recyclable packaging. Furthermore, PepsiCo, in partnership with Dulsco and Expo 2020 Dubai, have committed to collect and recycle PepsiCo waste generated on site during the six-month event, supporting the Expo 2020 Dubai’s goal of diverting a minimum of 85% of waste from landfill.
Similarly, The Bolt is our fitness-inspired pavilion which represents Gatorade and will showcase how science and innovation are inspiring performance, and how Gatorade fits into a healthier lifestyle.
The Plus pavilion is our joy and entertainment-inspired pavilion which represents Lay’s and Pepsi, and will outline how, together, we can take bold steps to create positive change and generate more smiles with every sip and every bite. For example, in the Equalization zone in the Pepsi part of the pavilion, guests get to experience one of the many ways that Fizz is a positive force for change in the world: by supporting equality for women in football. The regeneration zone sheds light on the brands’ broader drive towards 100% recycled packaging. Similarly, in the Lay’s part of the pavilion, guests get to experience one of the many ways that Lay’s is making a positive impact on the world: recycling packs to create artificial turf for football pitches, and learn about how Lay’s is empowering female farmers around the world.
Overall, visitors to Expo 2020 Dubai can look forward to creativity, innovation, sustainable practices, fun, and one-of-a-kind activations.
How is PepsiCo making the Expo 2020 Dubai experience global?
People will be able to witness history in action at Expo 2020 Dubai as the world’s greatest challenges are addressed in a spirit of togetherness.
It is also an incredible opportunity to bring the best of Dubai and UAE to people around the world and to give millions the opportunity to see why Dubai becomes home so easily. We are proud to say we have a long history in the UAE and the partnership with Expo 2020 Dubai is a natural extension of our long-term commitment to the country and the wider region.
As the Official Beverage and Snack Partner, we are creating world-class inspiring experiences that we can’t wait to show the world. We can promise entertainment, innovation, sustainability and delicious snacks and beverages – all under one roof. We also have two billion products in Expo 2020 Dubai, co-branded packaging across various brands and available to consumers in key markets around the world – carrying the Expo 2020 Dubai message globally.
We will educate millions on water stewardship, sustainable packaging, sustainable agriculture, and nutrition. Visitors can also expect creative and one-of-a-kind activations with our global brands positioned around Expo 2020 Dubai’s three subthemes of Opportunity, Mobility and Sustainability.
What do you hope to achieve with this campaign?
We see this as a philosophy that will have a legacy which will last long after Expo 2020 Dubai ends.
Following a challenging 2020 for everyone across the globe, Expo 2020 Dubai is a unique chance to welcome a world that is unified in purpose to create positive change. It is a chance to work together to solve some of the world’s greatest problems, introduce life-changing innovations, and build meaningful partnerships, while also having fun.
We want to bring a spirit of optimism to help shape a better, post-pandemic future. We want to explore the power of human innovation and imagination together with the best minds from around the globe. We want to address key issues that will positively impact people and our planet such as climate change and how to build sustainable food system among other topics. We want to meet artists and academics, pop stars and pioneering thinkers, culinary wizards and corporate gurus, tech ninjas and tomorrow’s leaders.
And last but not the least, we want to continue to create millions of smiles with every sip and every bite.