Pepsi: Pepsi Black's virtual band experience

Pepsi Black, the soft drink, partnered a virtual pop idol band to promote its sugar-free beverage to fans of popular esports game League of Legends in China.

Campaign details

Brand: PepsiBrand owner: PepsicoEntrant company: Mindshare ShanghaiMarket: China (Mainland)Sector: Carbonated soft drinksMedia channels: Merchandise & free gifts, Outdoor, out-of-home, Packaging & design, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

Pepsi is known for partnering with top music stars to bolster its image and appeal to young, trendy consumers.

However, in 2020, COVID19 had placed severe limitations on large physical concerts, leading to eSports gaming and virtual idols replacing live music as the top past time for China's...

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