Over 100 young innovators from Saudi Arabia, Iraq, Jordan, Lebanon, and the UAE have concluded the second edition of the Youth Impact Studio, an initiative by PepsiCo. The program culminated in a regional summit in Amman, Jordan, where participants pitched social impact campaigns for some of the company’s biggest brands.
Quick Facts
- Over 100 participants from 5 MENA countries.
- Developed social impact brand campaigns.
- Five winners selected for Dublin R&D trip.
Reimagining Brands for Social Impact
The program challenged participants to step into the roles of brand strategists for Aquafina, Pepsi Zero, and Sting. They were tasked with conducting brand audits, analyzing consumer insights, and building integrated campaigns designed to connect with their generation on a local level.
Campaign briefs were tailored to specific market dynamics. In Jordan and Lebanon, teams focused on Aquafina with themes like “Moments of Clarity” and “Drops of Change.” Saudi Arabian teams created campaigns around “The 12th Player” to capture the energy of football fans, while UAE teams worked on “Full Throttle” campaigns centered on ambition. In Iraq, participants developed campaigns for Sting that reflected local energy.
Bridging Corporate Strategy with Local Culture
For PepsiCo, the initiative serves as a direct line to the perspectives of the region’s youth, providing valuable feedback on how its brands are perceived and can better integrate with local cultures.
“This year’s participants challenged assumptions, debated ideas, and co-created solutions from their communities and cultures,” said Wael Ismail, VP of Corporate Affairs for MENAPAK. “They gave us valuable insight into how youth see our brands and reminded us that the best ideas for positive change often come from young people themselves. Our role is to listen and give those ideas a platform.”
More Than a Competition, A Regional Community
Delivered in partnership with parachute16, the Youth Impact Studio has expanded its scope from its initial focus on sustainability. The second edition incorporated broader themes of social impact, storytelling, and community engagement.
While participants used AI to aid the creative process, the program emphasized the development of practical skills in public speaking, pitching, design thinking, teamwork, and leadership. At the summit’s conclusion, five individuals—one from each participating country—were selected for a trip to PepsiCo’s global R&D hub in Dublin, solidifying the program’s role as a platform for regional collaboration and talent development.
About Youth Impact Studio
The Youth Impact Studio is a PepsiCo program designed to nurture a new generation of innovators in the Middle East. It engages young people from across the region to develop social impact campaigns for PepsiCo’s brands, fostering skills in strategy, creativity, and leadership while building a collaborative community.
Source: Zawya
