Campaign details

Award name: ROI Festival
Award category: Vertical Video Production, Big Data Creativity
Award level: Gold 2019
Brand: Pepsi
Brand owner: PepsiCo
Participating companies: Alibaba and VMLY&R China
Campaign name: 'The Impression that Home Leaves on your Heart' (or '独家印记 Exclusive Imprint') 
Industry category: Soft Drinks, Non-Alcoholic Beverages
Release date: January and February 2019
Budget: RMB 20-50 million
Country: China


Background

For years, Pepsi focused its Chinese New Year marketing campaigns on Chinese values such as national pride and the importance of the family. Successful campaigns, including the ‘Bring Happiness Home’ campaign, have established an emotional bond with consumers using micro-movies to tell a story.