| PepsiCo has released another of it's distinctive, star-studded ads that could almost be mistaken for a short feature film! Though some aspects are no surprise, such as the use of celebrity endorsement and the crafting of a dramatic story-line, the company has made some adjustments compared to the previous year's brand building effort. In 2012's Chinese New Year ad, the Pepsi soft-drink was actually quite prominent in its ads, as the company attempted to utilize the holiday to combat its rival Coca-Cola. | |
The 2013 rendition, however, seems to reflect the notion that cola just doesn't resonate with consumers during the holiday season. In a skillful pivot, 2013's ad shows a high understanding of cultural aspects that affect advertising success in the context of Chinese New Year. Upon viewing the video, one notes that there are very few scenes where Pepsi is actually being consumed (though there are various logos placed throughout). Rather than highlighting Pepsi as a beverage, the company as astutely focused on its orange juice and orange soft-drink flavored brands. This year, PepsiCo has fully leveraged the symbolism and significant role that this fruit has during Chinese New Year - the Chinese words for orange and tangerine sound like "wealth" and "luck" in fact. As a result, expect this year's brand building ads to have a more concentrated effect in the minds of consumers - one that may even result in a short-term spike in the company's orange juice and orange soft-drink sales.
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