Pepsi Black: Virtual band experience

Nicholas Short, Bella Yang, Qiana Zhang

Soft-drink brand, Pepsi Black, delivered an integrated collaboration with a virtual idol band to engage gamers in China.

Campaign details

Brand: Pepsi BlackBrand owner: PepsiCoAgency: Mindshare ChinaMarket: China (Mainland)Sector: Carbonated drinksMedia channels: Events & experiential, Merchandise & free gifts, Outdoor, out-of-home, Packaging & design, Social media, Television, Word of mouth, influencersBudget: Up to 500k

Executive summary

China's eSports game community was the largest in the world, with over 400m fans. During COVID-19, eSports games' popularity only increased, with an 83% year-on-year increase in the number of hours being played. (Source: Streamlab report 2020)However, Pepsi had yet to successfully break into this community....

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