How Pepsi’s Latest Campaign Triumphed With Chinese social Media

Final month Pepsi jumped onto China’s latest Peach Oolong taste practice and launched its personal ‘White Peach Oolong Taste Cola’ solely for the Chinese language market.

With an attention-grabbing video that featured two fashionable celebrities and a rigorously curated Weibo marketing campaign, Pepsi appealed to classical Chinese language cultural themes. The model gained over the hearts of its Chinese language viewers who're more and more asserting their nationality by means of their wallets, a pattern often called guochao.

The marketing campaign shone the sunshine on the traditional Chinese language music “A Moonlit Night time on the Spring River” (春江花月夜). Chinese language listeners would instantly acknowledge the light melodies of the Chinese language flute, the sheng (a reed pipe wind instrument), and pipa (a four-stringed instrument much like a lute). 

However Pepsi didn’t go away it at that – the model wished to present the well-known music a makeover to attraction to youthful shoppers whereas concurrently evoking conventional Chinese language tradition. Cue the electrical model of the classical guqin, a plucked seven-string instrument and the drums. Pepsi additionally launched a number of brief behind-the-scenes movies to elucidate the marketing campaign’s manufacturing and the method of giving the acquainted music a brand new life. 

Taking part in the array of devices had been two of China’s high celebrities, actor Li Xian and singer G.E.M. (Deng Ziqi). Their efficiency was surrounded by floral spring surroundings and a fascinating backdrop that mirrored the branding of Pepsi’s new product. Selecting Li and Deng because the marketing campaign’s ambassadors efficiently appealed to Pepsi’s target market – younger Chinese language.

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