Pepsi Night - The Awake Kit

01 / Challenge

Turning a product launch into a physical experience.

Ahead of the 2026 World Cup, Pepsi wanted to launch its limited-edition Night Edition as more than a product on a shelf — it needed a physical, shareable experience for football fans staying up late across the UAE and Saudi Arabia. That meant designing and producing both an exclusive giveaway kit and the machine that dispensed it, to retail-grade quality and on a tight launch timeline.

02 / Idea

An Awake Kit built for match night.

An illuminated, custom-built vending machine sat at the centre of the activation, dispensing an exclusive 'Awake Kit' capsule to fans. Inside each capsule: a Pepsi Night Edition can, 'The Keeper' phone holder for hands-free match viewing, and a glow-in-the-dark jersey. The machine doubled as a live Snapchat hotspot and paired with an on-site screen-printing station so every fan left with a timestamped, one-of-one keepsake.

03 / Execution

From campaign concept to manufactured product.

Pixel Plus Media manufactured the complete Awake Kit — the capsule, The Keeper, and the glow-in-the-dark jersey — and developed the vending machine's hardware and software in-house. The units were deployed across The Beach JBR in Dubai and the fan zones at Al Nakheel Mall and ROSHN Front in Riyadh through June 2026, engineered to run reliably through high-traffic late-night sessions.

04 / Results

A campaign idea fans could take with them.

The machines drew crowds at every stop, with Awake Kits distributed first-come, first-served across multiple activation dates in two markets, and fans lighting up the illuminated units across Snapchat's Snap Map. The build gave Pepsi a high-visibility experiential platform right as World Cup fever peaked across the region.

Results

Numbers that speak volumes.