PepsiCo has revealed the blueprint for its participation as the Official Beverage and Snack Partner of Expo 2020 Dubai, headlined by Pepsi®, Lay’s®, Gatorade®, and Aquafina®. Three striking pavilions will be located in and aligned with Expo 2020’s three core sub-themes and Thematic Districts, Opportunity, Mobility and Sustainability. The visually arresting designs will be combined with creative one-of-a-kind activations that will enable the leading food and beverage company to communicate and execute its vision to challenge today, in order to change tomorrow, at the first World Expo to be held in the Middle East, Africa and South Asia (MEASA) region.
Opening its doors on 1 October 2021, Expo 2020 will welcome the world for six unforgettable months, uniting people, communities, and nations to deliver solutions to some of the most pressing issues facing the planet. Building on this platform, PepsiCo aims to challenge today, to change tomorrow, driving innovation and fostering change amongst Expo 2020 Dubai visitors. This will be brought to life through three dedicated pavilions, The Plus, The Bolt, and The Drop, headlined by Pepsi, Lay’s, Gatorade and Aquafina. Furthermore, PepsiCo commits to bringing its unique sense of fun to Expo 2020 Dubai through a packed schedule of inspiring discussions, engaging educational experiences, exciting entertainment and innovations in hydration, on-the-go snacking and sustainable packaging.
“We believe in the power of Expo 2020 Dubai as a platform to convene the “best of the best” on the world’s stage in one of the world’s most forward-looking cities, making it the perfect showcase of the cutting-edge innovation across the diverse PepsiCo portfolio. Our global brands, Aquafina, Gatorade, Pepsi and Lay’s, are brought to life on-ground at Expo 2020 Dubai through three purpose-built pavilions, offering interactive and engaging experiences while outlining the blueprint for how PepsiCo will lead the way towards a fun and sustainable future. We look forward to creating millions of smiles with every sip and every bite,” said PepsiCo’s AMESA CEO, Eugene Willemsen.
Marjan Faraidooni, Chief Experience Officer at Expo 2020 Dubai, said: “We are extremely excited by the reveal of PepsiCo’s three pavilions at Expo 2020. Situated in each of our Thematic Districts, they perfectly demonstrate the universality of our three core subthemes – Opportunity, Mobility and Sustainability – and Expo 2020’s and PepsiCo’s collective goal to ensure that this is not only an unforgettable World Expo, but one of the most sustainable in history. We are excited to see how our key subthemes will continue to be brought to life through the innovative programming that will take place at The Plus, The Bolt and The Drop pavilions during the six months of Expo 2020 Dubai.”
Pepsi® + Lay’s® Plus Pavilion
Two of the biggest brands globally, Pepsi and Lay’s, will come together at The Plus pavilion, reconfirming PepsiCo’s commitment to collaboration, positivity and togetherness. The Plus will outline how, together, we are able to take bold steps to create positive change and generate more smiles with every sip and every bite.
Located in the Opportunity District, The Plus will spark smiles and bring joy across multiple cohesive zones. Encapsulating the boldness of Pepsi Black, the Pepsi experience will fizz with possibilities as a highly immersive and visually arresting showcase, encouraging visitors to look beyond their individual bubble towards a world of opportunity and possibility. Amplifying young change-makers, visitors will be inspired to pledge to create meaningful change. For example, The Equalization zone will empower everyone to score for gender equality through a sensorial football interaction, while sharing the Pepsi sponsorship of women football. The expressive regeneration zone will champion a circular economy and showcase how PepsiCo and the Pepsi brand are reducing plastic waste through recycling and the use of recycled materials, along with reinventing our packaging.
The Lay’s experience will reward curiosity, entice discovery, and bring joy, through immersive and unexpected sensory moments, inspired by Lay’s from around the world. Joy pods will surround guests with 360º content for an immersive, interactive experience tied to the joy of seasons, football, and flavor – given Lay’s flair for diversity and excitement in bringing 300 flavors to over 100 countries to date. Doors of positivity such as ‘Lay’s RePlay’ let visitors discover the imaginative ways empty chip bags are being given a second life and transformed into sustainable football pitches where they can bring joy to communities, while another doorway showcases how we create opportunities and empower women farmers who are key to nurturing the earth and growing potatoes used in Lay’s chips.
Gatorade® Bolt Pavilion
Gatorade is fueling athletic performance from training to practice to game day, through continual innovation and personalization in sports performance fueling. Gatorade is not just for elite athletes, it’s for anyone who leads an active lifestyle, helping beat your personal best, every day. The Bolt Pavilion will champion this mantra, with interactive on-site games and activations, along with showcases such as the Hall of G.O.A.Ts (Greatest Of All Time) world athletes, with Gatorade leveraging the Expo 2020 Dubai to democratize sports as a global force for good.
Designed in the iconic shape of Gatorade’s Bolt design and located in the Mobility District, The Bolt will be the hub of Gatorade’s footprint at Expo 2020. Attendees enter the experience at the top of the bolt, zig-zagging their way through a number of activations that ultimately teach them about what Gatorade stands for, the legendary athletes that use it, the sports science that goes into every bottle, and how Gatorade can make them a better version of themselves moving forward.
The Bolt will recreate the GSSI (Gatorade Sports Science Institute) lab to demonstrate Gatorade’s efficacy and illustrate how it works in the body, making both knowledge and the performance fuel accessible for everyone. Visitors can put their skills to test with an interactive game which tests their reaction time and agility against fellow visitors.
When leaving The Bolt, an exhibit will show how Gatorade is shaping the future of sport, forming new products that increase athlete performance and developing youth sports programs to train the next generation of G.O.A.Ts around the world.
Aquafina® Drop Pavilion
Aquafina and PepsiCo encourage good water stewardship and are actively working to safeguard water. At The Drop pavilion, visitors will not only be immersed in the Aquafina brand experience, but also in PepsiCo’s efforts to help farmers worldwide with sustainable water practices, smart use of water in manufacturing, and the brand’s innovative efforts to reduce, recycle, and reinvent packaging.
Bringing the literal and the metaphorical to life, The Drop is designed to look like a giant droplet and is constructed from 41,000 recyclable cans. Located in the Sustainability District, The Drop will inspire and evoke action by educating visitors on how all of us play a role in making a positive impact on water, and our overall environment.
Visitors will learn about sustainable farming operations, through informative and fun installations such as matching fields with suitable crops and farming technology. Through a hands-on display, visitors will also make the acquaintance of their own Aquatar to discover their body’s relationship with water, while discovering helpful tips to live more sustainably. Additionally, visitors can capture some fun the moments with their very own splash selfie, a 3D silhouette that makes people look like they are submerged in water.
All three pavilions have been ideated, developed, and implemented in partnership with INVNT GROUP – PepsiCo’s creative and implementation partner – a globally revered strategy, design, and execution agency. With offices in New York, Dubai, London, Singapore, Sydney, Stockholm, and Detroit, INVNT GROUP helps brands curate, activate, and engage authenticity locally.
Scott Cullather, President & CEO, INVNT GROUP notes, “We’ve been working collaboratively with PepsiCo since 2006 on many of their largest activations and brand engagements across the portfolio. We are thrilled to continue that partnership through our purposeful work at Expo 2020 Dubai. The entire world will be present at this magnificent event, and we look forward to entertaining, educating, inspiring and delighting.”
Expo 2020 Dubai and PepsiCo share a vision to make Expo 2020 Dubai the most sustainable World Expo ever, as we collectively work towards a fun and more sustainable future, during and beyond the six-month event. Throughout Expo 2020, PepsiCo will take a leading role in showing millions of people what sustainable and innovative food and beverage practices look like, challenging today, to change tomorrow.