Campaign details
Brand: PepsiBrand owner: PepsiCoEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: Soft drinksMedia channels: Social media, Mobile & apps, Word of mouth, Influencers, KOLsBudget: Up to 500k
Executive summary
As traditional methods of on-campus marketing became severely disrupted by the COVID-19 pandemic, Pepsi made lunch ladies — aunties — its new “ultimate influencers” who directly communicated with college students and spread the brand's spirit and values.
We created a challenge to enable hungry students to get an extra scoop...