PepsiCo: Care package
Company: Tribal Worldwide Shanghai, part of DDB China GroupCountry: ChinaCategory: Marketing Discipline, Cause
Summary statement:
China is a nation of buying, not giving. Donation initiatives in China have always been shadowed by scepticism and distrust. Corporations have been trying to drive charity events to encourage donations, but not many people are willing to participate. With this in mind, the Pepsi Care Package campaign based its engaging execution on keen consumer insight and leveraged on China's biggest and most trusted e-commerce platform, which used a payment system trusted by hundreds of millions of...