Pepsi signs up as title sponsor for top Korean drama

The drama features Pepsi spokesperson Zhou Yu Min, a member of Taiwanese pop group F4. According to Susan Luo, PR and brand manager, Pepsi China, the sponsorship aims to drive sales, as well as build brand loyalty among Chinese consumers aged 12 to 19. As part of the promotion, the drama's leading star, Zhou, will make an appearance at a Pepsi-sponsored event in Guangzhou. The soft-drink giant is giving away 350 tickets to the event through a scratch card promotion. It is also running an advertising campaign across TV, print (Guangzhou Daily, Yangcheng Evening News and Information News), outdoor (trains) and radio (Guangdong Radio's Pepsi -- Be born to be happy guy programme).