The final stage of the push, which first launched in June alongside a global brand refresh, encourages consumers to send in their photos to support the red-themed Team China, the nation’s Pepsi-sponsored athletic delegation to the recent Asian Games, with 21 winners eligible to have their photos displayed on a limited run of the nationally-distributed red can.
However, Leo Tsoi, marketing director, beverage unit, PepsiCo China, denied it was an attempt at ambush marketing ahead of the Beijing Olympics, noting the limited edition cans were coloured red in support of Team China and China’s national colour. “It’s absolutely nothing to do with (Coke). We support Team China and China as a good corporate citizen and, most importantly, that’s what our consumers care about. Going red says it out loud to the world. This campaign is for a limited edition can which is available until December, but other blue Pepsi cans are still available as well.”
According to Tsoi, earlier phases of the campaign have attracted 2.5 million submissions and 144 million votes, with 84 winners from four regions included on the regular blue cans. The supporting campaign collateral is being spearheaded by a BBDO-developed TV spot, along with online, in-store, packaging and community events.
Meanwhile, Pepsi Hong Kong is betting on the celebrity factor for a new online music drive which gives consumers the chance to fulfil their music dreams. Launched last week, the new portal was conceived and developed by OMD in conjunction with local production shop MyBee and is running on MSN’s Live Spaces. Featuring blogs from four renowned popstars in Greater China (Nicholas Tse, Edison Chan, Louis Koo and Jolin Tsoi), wallpapers, screensavers and other content, the site offers consumers weekly prizes, culminating in the grand prize, in which Pepsi will help the winner realise their ‘music dream’.
“We were seeking to connect to youth, and that’s why we have created content which asks people to express their music dreams,” said Caroline Chan, GM, OMD Hong Kong. “Originally we planned on traditional media like television and print, but we were able to expand this idea to include an online platform.”
Targeted at Hong Kong’s youth, the campaign is expected to last for one month.
