This Hari Malaysia, Pepsi collaborates with local artists to design cans inspired by multi-cultural elements.
Kuala Lumpur, 7 September 2020 – In conjunction with Hari Malaysia, 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 2020 onwards.
“This Hari Malaysia is indeed a very special day as we 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,” said Santharuban T. Sundaram, Senior Vice President of Marketing and Alternate Business from Etika.
Celebrating Malaysian cultural heritage through art
Supporting local culture and art, ‘Budaya Kita. Alami Bersama’ campaign by Pepsi will serve to elevate consumers love for Malaysian culture by leveraging the work of local artists. To introduce the campaign to Malaysians, Pepsi will be unveiling the limited edition cultural can designs this Hari Malaysia.
Since food forms a massive 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 & 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 is a country that 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.
Visit the campaign microsite for refreshing content
To commemorate the launch of the Limited-Edition Cultural Cans, Pepsi has some interesting line-up for consumers in conjunction with Hari Malaysia.
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 flavorful 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 together 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:
For a limited time only, the designs representing different cultural heritage are available at the following locations so grab your special edition cans before they run out.
“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. Selamat Hari Malaysia,” added Santharuban.
For more information on the contest and further updates on future Pepsi campaigns please visit: http://etikaholdings.com/campaign/merdekawithPepsi.