On July 22, Pepsi and Tencent News released a new "Desire is Possible" attitude blockbuster, in which Pepsi spokesperson Wu Lei, world champions Yang Yang and Li Xiaopeng, and skier Zhang Jiahao jointly conveyed their desire and shared their life trajectory of exploring the world with love.
In 2024, PepsiCo will put forward a new proposition of "Desire is Possible", reshape the brand story, and continue to bring innovative brand actions to expand the boundaries of the connotation of "Desire is Possible". This release coincides with the rising "champion feelings" that the whole people have pinned on the past generations of Chinese athletes, and the short film has aroused strong resonance among young consumers as soon as it was released, contributing another breakthrough case of Pepsi brand cross-border marketing. The new way of playing is to provide the desire potential energy for the summer-themed event "Uncover and Win 50,000 Desire Fund", stimulate the desire of the whole people, and help achieve countless possibilities.
With the light of one person
Ignite the desire of a group of people
While fully capturing the contemporary national sentiment, it is the specialty of Pepsi-Cola brand marketing to carry out a dialogue with consumers with a sense of identity and in-depth communication of the brand proposition. This time, Pepsi went on a journey of desire with world champions Yang Yang and Li Xiaopeng, and found another way to tell the story of the champion's retirement and start a new desire, providing a new empowerment and solution for brand topic building.
Although he has stood on the top of the world many times, Yang Yang, the first gold medalist of Chinese short track speed skating, was also confused when facing a fork in the road in life. In the short film "Desire is Possible", she mentioned her self-questioning when she retired at the age of 31: "Is the gold medal the end of my life", she is not willing to stop there, and is eager to achieve more possibilities in life. Therefore, after retiring, she single-handedly founded the Champion Fund to provide reemployment support, social counseling, entrepreneurial funds for more retired athletes, etc., relying on the power of desire, Yang Yang found the second peak of life - to ignite the desire of more people with dedication and care.
And the men's gymnastics world champion Li Xiaopeng also chose to continue to help more people in the sports industry after retiring. In the short film, he mentioned that like his sports career, the field of life has also caused him to fall countless times, from world championship to focusing on youth fitness training, he proposed that success is one more attempt than failure, and he shares with the next generation of young people that life is "one more time", hoping to become a social driving force and promote the possibility of endless life.
Using the second life resume of a world champion to interpret "desire is possible" and launch a desire role model that is in line with the brand's spirit is one of the aspects of desire brought by Pepsi's attitude campaign. PepsiCo distills "desire" as a footnote to the spirit of champions, injecting an exemplary power of desire into the current era.
Supporting the aspirations of the new generation
Inspire more possibilities for young power
Under the story of "champion feelings", PepsiCo distills the sportsmanship of national empathy into an upward force that is not afraid of the past and the future, and with a pioneering and diversified brand perspective, Pepsi has set its sights on the new generation and discovered their indelible desire and attitude.
29-year-old snowboarder Zhang Jiahao, unlike the two world champions mentioned above, his life trajectory may not be a heroic script. Baker turned professional skier, without a team or coach, going solo in different arenas around the world...... But his purest desire for skiing remained the same. It is this love that gives Zhang Jiahao the courage to challenge more possibilities, constantly achieve self-transcendence, and even aspire to climb Mount Everest and challenge wild snow on the roof of the world.
I aspire to reflect the primitive, fearless, and limitless vitality of the younger generation. Students majoring in breaking at Beijing Sport University also made the same interpretation. As early as 2022, in the college club dance competition program "Boiling Campus" sponsored by PepsiCo, the Beijing Sport University Break Dance Troupe (BSU Breakerz) boldly declared its desire for a bigger stage. In the short film, they leaped, rotated and moved again and again in the two years of training, all of which belong to this era, and the youth's own desire declaration: "Believe in the power of desire, fearlessness is possible".
PepsiCo believes that these qualities and beliefs are innate to young people, and that if their courageous attitude is seen by more people, it will inspire more fearless power throughout the generation. Therefore, the Pepsi Desire Fund will help Zhang Jiahao embark on the next stop of his longing, continue to challenge more possibilities in the field of the World Snow Tour in New Zealand, and will also help the breaking students of Beijing Sport University to fight out of the mountains after graduation, helping them realize the essential desire of athletes and dancers to "prove themselves with strength".
With accurate brand insight and the ability to create rich stories, PepsiCo brand marketing is committed to dismantling concepts into actions, and truly helping the new generation to create value, strengthen the miracle that belongs to each individual, support young people's brave imagination for the future, and inspire more young people in this era to live up to their love and do their best.
Desire for funds
Helping every ordinary person's extraordinary desire
Not every ordinary person lives in an adventure, as Wu Lei, the spokesperson of Pepsi-Cola, said, "Desire is not necessarily to do the ultimate thing, or to be the first in everything, but as long as you have the desire, you can continue to move forward." Desire is an upward force. ”
For a brand concept to become a proposition that can impress the average consumer and drive people's choices and decisions, brands must provide a tangible closed loop of the value chain, from emotions and slogans to lifestyle and enablement, and a sense of reality behind the strong emotional connection. This value judgment and brand strategy are reflected in all aspects of PepsiCo's renewal, and the Pepsi Aspiration Fund is a concrete embodiment of the brand's core.
On the basis of the "Uncover the Cap Prize" activity, which has become a classic summer event, Pepsi Cola has launched a 50,000 yuan desire fund, so that consumers can open the bottle cap, that is, the yellow bottle cap that may have surprises emerge, and incarnate more possibilities. In the hustle and bustle of the era, it not only takes luck and encouragement to go to the eagerness, but also the opportunity to obtain a solid amount of funds when the lid is lifted, which is bound to make more ordinary people who hesitate to the starting point of the journey of longing to get the courage to go to the bottom of their lives.
"Desire is possible", an appeal to young power, has become a slogan that will eventually reverberate through the Desire Fund.
As a brand that continues to resonate with young people, Pepsi cherishes every desire, and uses thematic attitude videos to lead to the brand's complete narrative link and tangible value boost, so that "desire is possible" is like a new visual animation, beating like a pulse, arousing the desire of the infinite era, and converging into a power of possibility that cannot be ignored.