The Announcement Pays Homage To The Iconic Egyptian Footballer And The Brand’s Commitment To Football Entertainment

Dubai, United Arab Emirates, Tuesday 9th May 2023 – #ThirstyForMore – Today, Pepsi® is premiering an exciting short film titled ‘The Trade’ as part of the brand’s 2023 international football campaign and in celebration of its ongoing commitment of world class football entertainment. 

The 30-second clip stars Egypt & UK sensation and long-standing brand ambassador, Mohamed Salah. Inspired by classic Pepsi creative from years gone by, The Trade embodies the classic Pepsi twist and wit, in a way that fits cultural trends of 2023. Stepping off the pitch after yet another match winning performance, Salah’s eye is caught by the thirst-quenching Pepsi prompting to offer his jersey in exchange. Our protagonist spies an opportunity, accepting the trade and promptly auctioning it off to the highest bidder. His street smarts embody the thirsty mindset; those who see opportunity when others don’t, who view the world differently and ultimately have that thirst for life. 


Following a record-breaking year, which unquestionably cemented the star’s position as a true Egypt & league icon; the spot follows the quest of a young female fan offered a very tempting offer “Trading a can of Pepsi for Mo’s Game Jersey” trying to seize the opportunity to the max; but unwilling to let go of her Pepsi, she tricks him into the deal where she trades her original Pepsi. 

To Mohamed’s surprise, distracted by the all-too-familiar sound of the cracking can, he discovers seconds later that she kept another can under the wraps admiring her undeniable wit; he recognizes her brilliance. 

Aamer Sheikh, CEO, PepsiCo Middle East, said: “At PepsiCo, we’re always humbled by the power of our brands. As one of our flagship brands, Pepsi has always championed a thirst for more, and this collaboration brings our fans closer to their drink of choice through an iconic and inspirational figure. Mo Salah’s popularity transcends regional boundaries, and we’re so excited to bring everything that Pepsi stands for together in this creative film. From sports to ambition, this is a reflection of both Mo Salah and Pepsi’s thirst for success, and we hope it resonates with consumers in authentic and unexpected ways!”

The campaign sits under Pepsi’s new international global platform and philosophy, Thirsty For More, which celebrates fun-loving individuals who see the world differently, and have a thirst for life. 

The launch of the film feeds into Pepsi’s exciting calendar of football activity. It follows the recent announcement that award-winning star Burna Boy will co-headline the 2023 UEFA Champions League Final Kick Off Show by Pepsi, performing only moments before the biggest annual sporting event gets underway. By uniting the worlds of football and music through one unmissable entertainment moment that leaves fans wanting more, the film showcases just one of the many exciting moments that Pepsi and UEFA will bring football fans this season – watch this space! 

To find out more about ‘The Trade’ and to be the first to know about Pepsi’s exciting new UEFA Champions League announcements, join in conversations online with #ThirstyForMore and follow @PepsiGlobal on Instagram.