KUALA LUMPUR: In conjunction with Malaysia Day on Wednesday, Pepsi, the world-renowned cola-flavoured beverage, will embark on a “Budaya Kita. Alami Bersama” campaign.
Under this campaign, Pepsi will be unveiling three limited edition can designs, created by multicultural local artists in a bid to support local artists and to give them a platform to celebrate their art.
By engaging artists coming from different backgrounds, the campaign also aims to promote cross culture art to celebrate national pride.
Each design is limited to selected retailers such as myNEWS, Petronas Kedai Mesra and Shell Select from September onwards.
Etika Sdn Bhd is the official bottler for PepsiCo in Malaysia. It markets and distributes some of PepsiCo’s global brands such as Pepsi, Tropicana, Mountain Dew, Revive Isotonic, Mirinda, 7UP, Lipton Ice Tea, MUG, Gatorade, Sting and Evervess, as well as Kickapoo (a Monarch trademark) and its own range of products which include Wonda Coffee, Goodday Milk, Calpis, Dairy Champ, Chill Asian Drinks and Bleu.
Etika senior vice-president of marketing and alternate business Santharuban T. Sundaram said in a statement: “This Malaysia Day is indeed a very special day as Malaysians look forward past trying times.
“On this special occassion, Pepsi wanted to embrace our colourful Malaysian culture, while celebrating our local art and artists.”
Supporting local culture and art, the campaign by Pepsi will serve to elevate consumers love for Malaysian culture by leveraging the work of local artists. Pepsi will be unveiling the limited edition cultural can designs this Malaysia Day.
Since food forms a big part of Malaysian culture, the can designs are inspired by commonly used kitchen utensils versus other elements that are usually used to represent Malaysian culture. Put together by three budding local artists namely, Cloakwork, The Sliz and Thineswari Govindasamy, the designs embody three commonly used utensils in the multicultural Malaysian household – the claypot, acuan kuih loyang and pestle and mortar.
For example, the claypot is commonly used for cooking a variety of sauces and stews such as sweet and sour fish and aromatic chicken curries. The acuan kuih loyang find its purpose in putting together several delights like kuih rose, kuih achimurukku or honeycomb – each dish holding its own significance on the table of Malaysian households, yet created with one basic utensil. Another kitchen favourite, the pestle and mortar has been used for grinding fresh spices and aromatics across generations to give our dishes their authentic flavour and taste.
Together, Pepsi’s Limited-Edition Cultural Can tells the story of Malaysian cultural heritage while providing local artists a platform to express their creativity.
“Malaysia rings with cultural diversity strongly visible in our food, festivals and habits. There is no better way than art to tell tales of our heritage, more so coming from our talented local artists, ” added Santharuban.
Consumers will be able to relish a “Truly Malaysian” music video starring multicultural artists and the utensils featured on Pepsi’s Cultural Cans.
Inspired by the classic Malaysian lyrical, Saya Anak Malaysia, the video will also be accompanied by our very own cultural instruments as well as Pepsi’s Cultural Cans to bring together a flavourful Malaysian harmony.
Not only that, consumers will also be able to expand their knowledge about Malaysia through the microsite, from Malaysian history to fun facts about the Cultural Can Pack and the artists, consumers will definitely have a fun time with Pepsi.
As Pepsi strives to further extend the trail of happiness among Malaysians, there will be a Buy, Snap and Win digital contest happening in the month of September with 10 lucky winners walking away with RM100 cash prizes each every day. All participants have to do is:
> Purchase three different Pepsi Cultural Cans from myNEWS, Petronas Kedai Mesra and Shell Select,
> Snap a picture with all three can designs and upload on social media with the hashtag #PepsiBudayaKitaAlamiBersama.
“Our local artists have truly showcased the creativity and culture of Malaysians through Pepsi’s Cultural Can designs. We at Pepsi are both happy and excited to be able to provide this platform to our artists and to be a part of this campaign to showcase Malaysia’s unique culture. Happy Malaysia Day, ” added Santharuban.