More than 100 young people from across the Middle East came together to develop creative marketing campaigns for some of PepsiCo’s best-known brands as part of the second edition of the Youth Impact Studio (YIS), a regional initiative designed to nurture the next generation of innovators.
The programme brought together participants from Iraq, Jordan, Lebanon, Saudi Arabia and the UAE, challenging them to step into the role of brand strategists for Aquafina, Pepsi Zero and Sting. Working in teams, they conducted brand audits, analysed consumer insights and created integrated campaigns tailored to resonate with young audiences in their respective markets.
Each country received a locally relevant brief with a strong social impact focus. Participants from Jordan and Lebanon developed campaigns around Aquafina’s “Moments of Clarity” and “Drops of Change,” encouraging young people to embrace mindfulness and celebrate small acts of positive change. In Saudi Arabia, teams centred their ideas on “The 12th Player,” highlighting the passion of football fans and the country’s growing sporting culture under Saudi Vision 2030. UAE participants created “Full Throttle” campaigns inspired by ambition, creativity and entrepreneurial drive, while teams in Iraq developed campaigns reflecting the spirit and energy of local communities through Sting.
The programme, delivered in partnership with parachute16 and supported by PepsiCo’s local bottling partners, concluded with a regional summit in Amman, Jordan. Five finalists from each participating country gathered to present their ideas, with one participant from each market ultimately selected to visit PepsiCo’s global research and development hub in Dublin.
Speaking about the initiative, Wael Ismail, Vice President of Corporate Affairs for MENAPAK at PepsiCo, said the company remains committed to investing in the region’s young people and creating opportunities for them to shape the future.
“As a company deeply rooted in the Middle East, we believe in the power of young people to shape the region’s future,” he said. “This year’s participants challenged assumptions, debated ideas and co-created solutions from their communities and cultures. 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.”
Although participants were encouraged to use artificial intelligence as a creative support tool, the programme placed equal emphasis on developing essential human skills, including public speaking, pitching, design thinking, teamwork, leadership and problem-solving.
Building on the success of its inaugural edition, Youth Impact Studio 2026 expanded its focus beyond sustainability to include social impact, storytelling and community engagement. PepsiCo says the initiative is designed not only as a competition but also as a platform where young people from across the Middle East can collaborate, exchange ideas and build practical skills that prepare them for future leadership roles.
