PEPSI BLACK x BRAND BUILDER : ANA HOUA ANA

A campaign signed by BRAND BUILDER that dares to tackle « HCHOUMA » and boldly proclaims what the Gen Z believes: « ANA HOUA ANA » (I am who I am).

PEPSI BLACK speaks out and breaks the barrier of « HCHOUMA » that separates Gen Z from its self-fulfillment. Many people have changed their paths, many Moroccans have abandoned adventures, and many citizens have let go of their passions, all because of the « HCHOUMA Society. »

« HCHOUMA pushes us to conform, to adopt a public image that often strays far from our true needs, creating a sense of suffocation and guilt toward society. This word prevents us from being ourselves. » – Reda Lahmouid, Independent Creative.

This campaign is a gift from all of us to Morocco and Moroccans who suffer from « HCHOUMA » and the weight of society! Those who decide to be themselves and follow their paths without fear, without regrets! Those who dare to say « ANA_HOUA_ANA » instead of « HNA_HOUMA_HNA. »

« We want to make Pepsi Black the choice of the GEN Z, inspiring them to pursue their own path and live boldly, far from ‘HCHOUMA’! » – Rime Guennoun, Marketing Director at Varun Morocco.

With PEPSI, we are aware that brands have a role to play by communicating differently: « Brands have a role to play by carrying positive values and adopting an activist brand stance that is aware of the societal issues in each country. » – Sara Zouad, CEO of Brand Builder.

« The challenge in creating social media content was mainly to appeal to a bold and inspired youth, to speak their language, and to translate their beliefs through the right tone of voice. In short, I explored and could be ANA_HOUA_ANA with the community. » – Mohamed, Pepsi Community Manager at Brand Builder.