Pepsi: Play your 2020 story

Pepsi, a soda brand, launched a Chinese New Year (CNY) film in China at the start of the COVID-19 outbreak in 2020.

Campaign details

Brand: PepsiBrand owner: PepsiCoEntrant company: Mindshare China, ShanghaiMarket: ChinaSector: Carbonated soft drinksMedia channels: Merchandisde & free gifts, Online videoBudget: 1 - 3 million

Executive summary

When it comes to Chinese New Year (CNY), hundreds of brands compete with each other, releasing a host of mini-movies, using the same old-fashioned storylines. However, ordinary content no longer satisfies China's youth. Today, they crave immersive and interactive experiences.

For CNY 2020, Pepsi needed to find a way to refresh their longstanding CNY IP 'Bring Happiness Home' movie series...

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