We shine the spotlight on INVNT Group’s winning entry for this year’s V Awards. The global agency picked up the gong for Best Exhibition or Roadshow for its work with PepsiCo for Expo 2020 Dubai…
INVNT GROUP and PepsiCo strategically partnered to design and build three one-of-a-kind, interactive, and educational pavilions at Expo 2020 Dubai, which opened in October 2021 and closed March 2022. Headlined by PepsiCo’s global brands, the pavilions were designed around core Expo 2020 Dubai themes of Mobility, Sustainability, and Opportunity.
The Plus pavilion in the Opportunity District brought together two of PepsiCo’s most famous brands, Pepsi and Lay’s, reconfirming PepsiCo’s commitment to collaboration, positivity, and togetherness. Designed as a space for visitors to capture social moments and share their experiences with others, it featured a Pepsi 360-video tunnel and Lay’s Cherry Blossom flavour tree.
In the Mobility District, The Bolt pavilion took people on a journey into the history of the Gatorade brand, demonstrating how it is helping to shape the future of sport. A visually arresting, bold orange structure was built in the iconic shape of the Gatorade Bolt, allowing visitors to enter at the top, zig-zagging their way through interactive on-site games and activations.
Created using 41,000 Aquafina recyclable aluminium cans in the silhouette of a water droplet, The Drop pavilion in the Sustainability District provided an engaging and educational experience to enlighten visitors on our most precious resource, water.
There were over 1 million in-person visits to the PepsiCo Pavilions and over 150,000,000 virtual tour visits to the Expo 2020 Pavilions. Global PepsiCo brand mentions around three key product brands – Aquafina, Lays, Gatorade – were up 98% year-on-year, and the successful Expo 2020 Dubai program is being scaled and piloted by PepsiCo for other initiatives.