PepsiCo’s brand team and agencies were recognized recently for their innovative communication strategies at the annual Effie Mena Awards held in Dubai.

The Effies are among the highly regarded awards in the marketing and communications field, recognizing the quality, creativity and effectiveness of communication campaigns and their results.

PepsiCo received two Gold Effie Awards for their Pepsi Ramadan Campaign 2013, for ‘Best Youth Marketing Campaign’ and for ‘Food & Beverage FMCG’.

Pepsi’s hugely successful Ramadan campaign from earlier this year re-ignited the festive spirit of Ramadan by bringing together the Ramadan legends of yesterday. Nelly, Fatouta, Boogie & Tamtam and Ammo Fouad (the late Fouad El Mohandes) featured in a three-minute film, which used the latest CGI face replacement technology to feature the stars in their prime. The film was the most watched branded content in the region and was realized thanks to OMD and BBDO’s teams, said a statement.

A Bronze Effie Award for ‘Food & Beverage FMCG’ was presented to the team for their work on the 7up Kabar Demaghak 2013 campaign.

OMD, PepsiCo’s media agency, picked up two awards for their X-Factor campaign. The team received a Gold Effie Award for ‘Best Use of Media’ and a Silver Effie Award for ‘Best Youth Marketing’. PepsiCo were the exclusive partners of the popular talent show.

Carla Hassan, PepsiCo chief marketing officer, MEA region, said: "We are thrilled to be recognized by the Effies for the great work our teams are doing. This is a testament to the strong partnerships with our agencies and a demonstration of our commitment to engage with our consumers across multiple platforms.” - TradeArabia News Service