Rockstar DOUS

Too many choices. Too little time. Gen Z in Saudi Arabia had fallen victim to analysis paralysis. As an energy drink brand, we understood that mental energy is just as important as physical. So we devised Dous, Arabic for "don't overthink, just go for it". Dous is not just a tagline. It's a philosophy wrapped in street lingo. And to launch it, we challenged a Saudi rapper, who raps in English, to rap in Arabic for the first time. Was there any overthinking? Well, we gave him enough Rockstars.