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MARKETPepsiCo is one of the world’s leading food and beverage companies with over $65 billion in net revenue in 2012 and a global portfolio of diverse and beloved brands. PepsiCo have a complementary food and beverage portfolio that includes 22 brands that, in 2012, each generated more than $1 billion in estimated annual retail sales. PepsiCo’s products are sold in more than 200 countries and territories around the world.

Their main businesses – Quaker, Tropicana,

Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages thatare loved throughout the world. PepsiCo is committed to Performance with Purpose: A commitment to invest in a healthier future for people and our planet which they believe also means a more successful future for PepsiCo

Performance with Purpose is PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimise their impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for their associates; and to respect, support and invest in the local communities where they operate.

PepsiCo in the United Arab Emirates;The Dubai office, which hosts more than 300 employees of different nationalities, is the headquarters of PepsiCo’s Asia, Middle East and Africa Sector, led by Sanjeev Chadha as its Chief Executive Officer.

The Dubai office is also the Head office for the Middle East and Africa Region led by Omar Farid, its President.

HISTORYPepsi Cola was created in 1898 in New Bern,

North Carolina by pharmacist Caleb Bradham, named “Brad’s Drink” by his customers and later renamed to “Pepsi Cola.”

In 1902 Bradham launched the Pepsi-Cola Company in the back room of his pharmacy and applied to the US Patent Office for a trademark which was awarded on June 16, 1903.

The Pepsi-Cola Company was one of the first companies in the United States to switch from horse-drawn transport to motor vehicles. Pepsi had the first advertising jingle to be aired nationally in the United States.

During World War II, Pepsi advertising was patriotic and uplifting. The company even adopted a new red, blue, and white colour scheme for its bottles.

During its first 65 years, Pepsi-Cola sold only one product – Pepsi.

By 1976 Pepsi-Cola became the single largest-selling soft drink brand in American supermarkets. By 1985 more than 600 Pepsi-Cola plants were operating in 148 countries and territories throughout the world.

In 1945 PepsiCo opened its first bottling plant in the Middle East, ushering in a new era for the company and its brands, which have become beloved household names across the Middle East and Africa.

To date PepsiCo now has a presence in 33 countries across the region, employing more than 16,500 dedicated employees, most of who work on the front lines of their sales and manufacturing teams. In addition, PepsiCo is proud of its 70 manufacturing facilities in the region, a combination

of fifteen company-owned food and beverage operations and 55 beverage plants owned by their franchise bottling partners. In both foods and beverages, PepsiCo brands are clear market leaders in nearly every country in the Middle East.

PRODUCTTo date PepsiCo now has a presence across the Middle East and Africa, employing more than 16,000 dedicated employees, most of who work on the front lines of their sales and manufacturing teams. In addition, PepsiCo is proud of its numerous manufacturing facilities in the region, a combination of company-owned food and beverage operations and beverage plants owned by PepsiCo’s franchise bottling partners.

PROMOTION2013 saw Pepsi continue to engage consumers with its global “Live For Now” campaign. Positioning the brand as a curator of experiences that makes people feel excited, inspired and carefree, Pepsi encouraged people to “live in the now” – to live life to the fullest, each moment at a time.In the Middle East, the global “Live For Now” campaign evolved to “Yalla Now” to connect with regional consumers in a more relevant way. With action at the heart of this rallying cry, “Yalla Now” communicated a mind-set and approach to life – to not let the moment pass you by, to jump in because the moment lasts for now.

Pepsi brought this mind-set to life across the region through a series of consumer engagement activations from Dubai to Jeddah, with the help of some regional heroes like popular rap artist Qusai. By testing and rewarding their spontaneity, Pepsi showed consumers what it means to “Live For Now” and rewarded them with unforgettable experiences such as backstage passes to international DJ shows.

Music is a pop-culture passion that Pepsi shares with fans. Pepsi launched a global music strategy with partnerships and programmes that connect fans to their favourite artists and create one-of-a kind experiences. “Live for Now Music” helps consumers easily discover new music, all through Twitter and a creative partnership with seventeen-time Grammy award-winning artist Beyoncé.In addition to offering fans unforgettable

Things you didn’t know about

Pepsil PepsiCo’s AMEA Headquarters employs more than 40 nationalities.l PepsiCo was ranked number three in the Consumer Food Products category among Fortune’s World’s Most Admired Companies in 2014.

experiences, Pepsi supports emerging, rising and iconic stars alike by providing them with truly global reach, promotional assistance andinnovative resources, such as “The Pepsi Opening Act” platform.

At the inaugural Dubai Music Week, a Quincy Jones production, Pepsi hosted the first “Pepsi Bandslam”. Cross-genre emerging bands from Saudi Arabia, Jordan, Kuwait, Qatar and UAE were scouted, brought to Dubai Music Week and played head-to-head in front of an audience of fans as well as international music producers and key industry figures that included the likes of Quincy Jones. Every performance was taken to the region by streaming to the Pepsi Bandslam website where thousands of users were exposed to, and voted for, their favourite band. The winning band was the opening act at the Pepsi Arabic Night, where popular Pepsi stars including Arab Idol and X Factor finalists Carmen Soliman, Dunia Batma, Youssef Arafat, Mohammad Rifi, Adham Nabulsii and Ibrahim Abuhelga were present.

PepsiCo has a long history and close association with football which is well rooted in its Pepsi brand campaigns. In April 2013, Pepsi entered into a one-year strategic partnership with the Asian Football Development Project (AFDP) under the theme ‘Kick for Hope,’ a campaign that expands over 40 countries with a special focus on the Middle East and India. The focus is the execution of major social responsibility projects in the Middle East and India, using football as a tool for social development and touching the lives of thousands of people. In addition to the social upliftment and player support integral to the Pepsi football platform, Pepsi’s partnership with the world’s number one footballer, the three-time Ballon d’Or winner, Lionel Messi, brings fans closer to the player they love.In January 2014, Pepsi announced the all-star Pepsi Football team to be featured in global advertising in this big football year. Featuring Lionel Messi, Sergio Aguero, David Luiz, Sergio Ramos, Robin Van Persie and Jack Wilshere, internet sensation Stony

collaborated with rising star talent Janelle Monae to produce the official Pepsi Football 2014 anthem

Football is an art form and the global Pepsi Football 2014 campaign fused football and art together in an unprecedented way. Up-and-coming urban street artists from across the globe were recruited to create the unique and iconic look of the Pepsi global football campaign. Exposing these street artists to the world and putting their work on the global stage.

PepsiCo believes in rewarding its consumers. The Pepsi Experience Points (PXP) loyalty programme launched in February 2014 will be an important continuous consumer reward platform that perpetually delivers on this belief. By purchasing Pepsi and entering the codes under the tab or seals on the PXP website, consumers can instantly redeem points for rewards or choose to save up for bigger rewards. The principle is that every can of Pepsi offers something back to the consumer. Pepsi partnered with Du, one of the biggest telecom operators in the Middle East, to provide consumers with phone credit and data – meaning Pepsi cans have become a currency for people to

connect and converse. Across the GCC, multiple partnerships with leading telecommunication operators were also finalised.Performance with Purpose is a cornerstone of the PepsiCo approach. Pepsi took part in the 2014 Art Beat in Dubai with The Pepsi Art House. Four talented regional artists were hosted to “Pepsify” a range of objects and

create pieces of art – live and in real-time. Event goers could watch the creations come to life while enjoying a refreshing Pepsi from the Pepsi Mixology bar. The works of art were then auctioned off and all proceeds were donated by Pepsi to Mawaheb from Beautiful People, an art studio for adults with special needs. The auction raised over AED 47,000 for this amazing local charity. Good work that does good – that’s Performance with Purpose. PepsiCo is a passionate supporter of art, culture and music, and is always looking at unique ways to support emerging talent.

BRAND VALUESPepsiCo’s commitmentPepsiCo is commited to delivering sustained growth through empowered people acting responsibly and building trust.

www.pepsico.com