In a festive season previously dominated by local advertisers, Coca-Cola
and Pepsi have risen to become top 10 biggest spenders during January's
Chinese New Year holiday in China, according to media agencies.
Coke was ranked the third biggest spender this year, with Pepsi holding
sixth place.
Coke employed a Centro-produced TVC featuring a clay boy and girl
attaching New Year's greetings onto the entrances of homes. In addition,
Coke repackaged its cans to include images of cartoon snakes to usher in
the Year of the Snake.
Meanwhile, rival Pepsi continued with its annual tradition of using
celebrities in TVCs. This year, it was singing sensation Kelly Chen.
Pepsi China vice-president of marketing Richard Lee said the use of
celebrities added a "new dimension to our campaign" and helped make
Pepsi look trendy.
