'Exclusive Imprint': How Pepsi customised nostalgia at scale for Chinese New Year 2019

Pepsi created a highly-customised video campaign at scale during Chinese New Year in 2019 called 'Exclusive Imprint', in which each consumer received a different compilation reflecting their life in moving pictures.

Campaign details

Award name: ROI FestivalAward category: Vertical Video Production, Big Data CreativityAward level: Gold 2019Brand: PepsiBrand owner: PepsiCoParticipating companies: Alibaba and VMLY&R ChinaCampaign name: 'The Impression that Home Leaves on your Heart' (or '独家印记 Exclusive Imprint') Industry category: Soft Drinks, Non-Alcoholic BeveragesRelease date: January and February 2019Budget: RMB 20-50 millionCountry: China

Background

For years, Pepsi focused its Chinese New Year marketing campaigns on Chinese values such as national pride and the importance of the family. Successful campaigns, including the ‘Bring...

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