Pepsi has been in the Egyptian market for over 50 years, and has continued to fight with other soft drink companies to keep its position as one of the most popular sodas in the country.

Until 1994, Pepsi led the Egyptian soda market. Pieces of this time is still in the culture, ask a waiter for a “Peps” and they’ll get you a soft drink with no hesitation.

Pepsi recently switched gears in 2014 from their 3-year nostalgia campaign focus back to the soft drink giant’s original tactics, focusing on the younger generation. 2017 saw Pepsi face with heavy backlash due to their Kylie Jenner ad, but was able to create an interesting concept and campaign for Ramadan.

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