Pepsi "Bringing Music Home" Brand Long-term IP Creation

谢建文 骆耀明

In order to better integrate into the Chinese market and have in-depth communication with consumers, PepsiCo has created the "Bring Music Home", a long-term IP for nearly 10 years, and continuously strengthens the emotional connection with consumers during the Spring Festival every year.

Case details

Brand: Pepsi

Brand owner: Pepsi (China) Co., Ltd.

Main Agency: Civilized Advertising CIVILIZATION

Put on the market: China

Delivery time: December 2011 to present

Industry: Beverage

Media channels: online video platforms, websites, TV, outdoor, social media, SNS, online communities, mobile apps, OTT, offline activities

Case summary

Pepsi "brings music home", this is the only long-term IP in the history of Chinese advertising and marketing for nearly 10 years.

Since the launch of its first micro-film during the Spring Festival in 2012, Pepsi has carried out the "Bring Music Home"...

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