The partnership forms part of the company's ongoing strategy to promote and support Arabic music and singers. Elissa joins leading names such as Amr Diab and Nawal Zoghby in the Pepsi family of superstars from the Middle East. Her debut involves promoting the launch of Pepsi's new energy cola, Pepsi X, and central to this is an innovative television commercial which features a specially written song performed by Elissa.
Designed to appeal to the loyal following of cola drinkers, Pepsi X will also broaden Pepsi's appeal to a much larger audience, offering them a new and unique cola phenomenon. A whole new beverage experience which combines a blend of energy and cola that delivers taste unlike anything else on the market, Pepsi X is everything you expect from regular Pepsi with an energy boost to get more out of the best moments in life.