Campaign details
Brand: Pepsi BlackLead Agency: Mindshare ChinaRegion: APAC
Strategy
Objective
Pepsi needed to find an innovative way to connect with the 400M gamers that make up China's impressive game world and promote Pepsi Black – its healthier, sugar-free beverage – for the first time amongst this lucrative community.
Target Audience
China's esports game community is 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), and a 20% annual increase in its...