Making entertainment, not just fizzy drinks: Seven guiding principles of PepsiCo China
Low Lai Chow
Some time ago at the 25th Hong Kong Film Awards, it was business as usual. Cameras flashed, fans screamed from the sidelines and celebrities walked down the red carpet. Just one thing was amiss: the red carpet was blue.
Recalling the stir it caused, Richard Lee, chief marketing officer of PepsiCo and Tingyi Asahi Beverages China, said: "I don't know why they (the awards) would agree to do it!"
The unprecedented colour switch in the red carpet – instigated by PepsiCo, for which its key...