ANA HOUA ANA – Pepsi Black Morocco | Clapboard Ad Archive

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"ANA HOUA ANA", "I AM WHO I AM" - Pepsi, Pepsico | Clapboard Ad Archive

ANA HOUA ANA, the 2021 campaign from Pepsi Black Morocco created with Brand Builder Morocco, plants a flag for individuality in the non-alcoholic drinks market by recasting the narrative of self-acceptance for Gen Z Moroccans navigating a society long shaped by collective norms and the lingering concept of shame. Amplifying its core idea through content, digital, and film, the campaign engineers a clear break from conformity by spotlighting personal authenticity, inviting its audience to consider not who society tells them to be, but who they truly are. With messaging rooted in the Arabic language and vivid local context, Pepsi Black stands not as a passive product but as an active invitation to embrace boldness and diversity, positioning its zero-sugar proposition as the beverage of choice for those unafraid to challenge convention. The campaign’s central tension—who am I versus who are we—strikes a direct chord with young Moroccans balancing modern self-expression against traditional societal codes. Operating in what Clapboard’s 12-format taxonomy would classify as FORMAT#10—Associated User Imagery, the work builds its persuasion by projecting an aspirational, relatable user profile: one defined by self-expression, agency, and unapologetic individuality. Rather than foregrounding functional benefit or dramatizing a before-and-after, the campaign leverages narrative and user association to construct Pepsi Black as a cultural marker, ingrained in the lifestyle and aspirations of Moroccan youth who see self-definition as a form of gentle resistance and progress. At every touchpoint, from social platforms to digital film, ANA HOUA ANA swaps mass-appeal platitudes for social commentary that champions empowerment and disrupts the legacy of self-censorship, reinforcing that it is the courage of individuals—rather than collective codes—that drives a society forward. The campaign’s voice is both provocative and culturally grounded, paving the way for brands to play a bolder role in societal conversation without alienating their core base. Clapboard rates this 67/100. The signal here for food and drink brands—and for creative leadership at large—is that market impact and cultural resonance increasingly belong to platforms that amplify lived experience rather than simply mirror mass expectations.

Credits

Client

Pepsi, Pepsico

Agency

Brand Builder Morocco

Production House

Atypic8

Directors

Anass Elgad & Doha Moustaquim

Creative Director

Reda Lahmouid

Strategic Planner

Abdellah Yousfi Maroufi

Category Mind Map

48%

Launched in Morocco in 2021, the “ANA HOUA ANA” campaign by Brand Builder Morocco for Pepsi Black articulates a brand proposition centered on authenticity, self-expression, and empowerment. It challenges societal norms that pressure individuals to conform by highlighting the value of embracing one’s true identity without shame. This narrative aligns Pepsi Black with boldness, diversity, and individuality, particularly resonating with Moroccan Gen Z consumers who seek to define themselves on their own terms amid social constraints. The campaign positions the brand as a catalyst for personal freedom and societal progress, reinforcing the idea that society evolves through the empowerment of its individuals rather than through rigid collective expectations. Strategically, the campaign leverages a culturally relevant insight: many young Moroccans face internal and external conflicts due to conservative societal codes that limit their self-expression and life choices. By posing the fundamental question of “Who am I?” versus “Who are we?”, the campaign taps into a generational desire for self-definition and authenticity. The creative approach uses narrative storytelling to elevate these themes, supported by digital and film media formats, to engage audiences emotionally and foster a sense of community among those challenging social conformity. The use of Arabic language and local cultural references ensures contextual relevance, while the focus on zero sugar aligns with contemporary lifestyle preferences, subtly reinforcing the product’s modernity and health-conscious appeal. Overall, the campaign’s strategy blends psychological insight into identity struggles with a culturally sensitive message that positions Pepsi Black as more than a drink—it becomes a symbol of self-acceptance and fearless individuality within Moroccan youth culture.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign most closely fits the Associated User Imagery format. The narrative and campaign message center on empowering Moroccan Gen Z to embrace their unique identities, celebrating individuality against societal pressures—"I AM WHO I AM." The description showcases themes of self-expression, diversity, and rejecting conformity, creating a relatable, aspirational image for the target audience. Pepsi Black positions itself as the drink for those bold enough to define themselves, using imagery and messaging to connect directly with youth aspirations and self-perception, rather than telling a product-driven story, dramatizing a problem, or symbolizing a benefit. The focus is on aligning the brand with a specific user mindset and profile. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Coca-Cola – Market Positioning Coca-Cola positions itself as a timeless, global brand embodying happiness, unity, and shared moments. It leverages emotional storytelling and iconic branding to connect across generations, emphasizing tradition while innovating with new flavors and health-conscious options to appeal to a broad consumer base in Morocco. 2. Red Bull – Market Positioning Red Bull differentiates itself as an energy drink brand focused on vitality, adventure, and pushing boundaries. It targets a younger, active audience with high-energy marketing, sponsoring extreme sports and cultural events, promoting performance enhancement and mental alertness. 3. Schweppes – Market Positioning Schweppes is positioned as a premium mixer and soft drink brand known for its sophisticated, crisp flavors. It emphasizes quality, heritage, and elegance, appealing to consumers seeking a refined beverage experience, often associated with social occasions and upscale lifestyles. 4. Fanta – Market Positioning Fanta targets a youthful, playful market segment with vibrant flavors and fun, colorful branding. It highlights refreshment and enjoyment, often associating with energetic, carefree youth culture and strengthening its presence through upbeat, lively campaigns. 5. Oasis – Market Positioning Oasis positions itself as a natural and fruity alternative in the non-alcoholic drinks category, focusing on authenticity, health, and refreshment. It emphasizes fruit content and a wholesome image, appealing to consumers looking for flavorful yet healthier beverage choices.

Q: What is ANA HOUA ANA, I AM WHO I AM about? A: ANA HOUA ANA, I AM WHO I AM is a 2021 campaign created by Brand Builder Morocco for Pepsi Black, launched in the Moroccan market. The campaign centers on empowering Moroccan Gen Z to embrace their authentic selves, challenging societal norms that pressure individuals to conform. Through content, digital, and film media, it addresses the concept of shame that has historically influenced personal identity, appearance, and life choices in Morocco. The campaign’s core message is that true societal progress begins with individuals defining themselves freely, positioning Pepsi Black as a symbol of boldness, diversity, and unapologetic self-expression. Q: What creative device does ANA HOUA ANA, I AM WHO I AM use? A: ANA HOUA ANA, I AM WHO I AM employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy. This creative approach centers on showcasing a user profile that the target audience—Moroccan Gen Z—can relate to or aspire to. Rather than focusing on product benefits or dramatizing a problem, the campaign aligns Pepsi Black with the mindset and aspirations of young people who value individuality and self-expression. The narrative and visuals celebrate diversity and personal authenticity, making the brand a cultural touchpoint for those challenging societal expectations. Q: What is the campaign proposition for ANA HOUA ANA, I AM WHO I AM? A: The campaign proposition for ANA HOUA ANA, I AM WHO I AM positions Pepsi Black as a catalyst for authenticity, empowerment, and self-expression among Moroccan youth. By challenging the restrictive societal codes that dictate conformity, the brand speaks directly to Gen Z consumers who seek to define themselves on their own terms. This message matters in the non-alcoholic drinks market, where cultural relevance and emotional resonance are key. Pepsi Black’s stance on embracing individuality and rejecting shame sets it apart as a progressive, youth-driven brand that champions personal freedom and societal evolution. Q: How does ANA HOUA ANA, I AM WHO I AM rank in Clapboard's archive? A: ANA HOUA ANA, I AM WHO I AM holds a Clapboard Campaign Score of 67/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the Moroccan market and the broader context of youth-focused advertising. Q: Who are the competitors in Pepsi, Pepsico's category? A: In the non-alcoholic drinks category, Pepsi, Pepsico faces competition from several key brands. Coca-Cola is positioned as a timeless symbol of happiness and unity, appealing across generations with emotional storytelling. Red Bull targets a younger, adventurous audience by associating with vitality and extreme sports. Schweppes is known for its premium, sophisticated image, catering to consumers seeking elegance and quality. Fanta appeals to playful, energetic youth with vibrant branding and flavors, while Oasis emphasizes natural fruit content and health, attracting those looking for wholesome refreshment.