The show, the format for which has been developed by Pepsi, will be the cornerstone of the brand’s China marketing activity this year.
A series of auditions for aspiring bands will begin in the coming weeks. The auditions will feed into a knockout TV show, believed to be titled Voice of the New Generation, this summer. In the autumn, the bands that emerge from the show victorious will begin a Pepsi-backed concert tour.
A series of auditions for aspiring bands will begin in the coming weeks. The auditions will feed into a knockout TV show, believed to be titled Voice of the New Generation, this summer. In the autumn, the bands that emerge from the show victorious will begin a Pepsi-backed concert tour.
A strong interactive element will see viewers vote online and via mobile for the songs that will feature on each show and the final winners.
The campaign will be the latest evolution of Pepsi’s ‘Creative challenge’ concept, which in previous years has offered consumers the chance to feature on the cans.
Agency partners for the TV show include BBDO, Mindshare and Tribal DDB. Representatives of the agencies declined to comment, as did PepsiCo China chief marketing officer Harry Hui.
An official announcement is expected early next week.
