Campaign details
Brand: PepsiBrand owner: PepsicoEntrant company: Mindshare ShanghaiMarket: China (Mainland)Sector: Carbonated soft drinksMedia channels: Merchandise & free gifts, Outdoor, out-of-home, Packaging & design, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: Up to 500k
Executive summary
Pepsi is known for partnering with top music stars to bolster its image and appeal to young, trendy consumers.
However, in 2020, COVID19 had placed severe limitations on large physical concerts, leading to eSports gaming and virtual idols replacing live music as the top past time for China's...