At the heart of the campaign was the launch of a new anthem, ‘Hay Hal Sot’, composed by Al Jassmi and written by Saudi literary icon Prince Badr Bin Abdul Mohsin. The impact was immediate. Within the first week, the song surpassed 2 million views on Pepsi’s social channels and generated 193 media clippings across the region, reaching an estimated audience of more than 198 million.