In 2009, after investigation, PepsiCo found that the biggest difference among the three generations is: "Dare to think after 70, dare to say after 80, and dare to do after 90." PepsiCo's slogan of "Breaking the Desire" in China 10 can no longer satisfy the young people born in 1990s who dare to create and show their creativity. Therefore, Pepsi resolutely decided to launch a brand-new concept-"Pepsi I create" to carry forward the spirit of this generation of young people. As the first New Year advertisement after the launch of the new slogan, Hundred
PepsiCo invited Xiaogang Feng and Huang Xiaoming to star in the advertisement. In the film, although the son played by Huang Xiaoming is a descendant of an ice sculpture family, his technology is not as good as his father's; Xiaogang Feng, who plays his father, also regrets that the next generation can't afford the ice sculpture technology. Although jokingly scolded Xiao Ming, "If I don't win the championship again, I will pretend that I don't know you." But I still hope my son can turn pressure into motivation and give him the greatest encouragement in private. "Nothing, dad supports you!" "Xiao Ming was inspired by this kind of father-son affection, thinking that even if the ice sculpture technology is not high, he can win with creativity. In the ice sculpture competition, Xiao Ming's work only has a huge ice, which hides the logo of Pepsi. He climbed to the top and poured Pepsi in. The place filled with drinks and Pepsi LOGO formed a word "spring", and the whimsy made him win and become the champion. My father, Xiaogang Feng, was beaming with joy because of the continued fame of his ice sculpture, and celebrated the New Year reunion with his family with Pepsi.
The cooperation of famous director+popular youth, Xiaogang Feng and Huang Xiaoming made Pepsi advertisement shine at the moment. However, this father-son combination is a blessing or a curse for Pepsi. All along, Pepsi has given up the strategy of "all-round coverage" regardless of gender, and started with young people, trying to establish its own brand image of "young, lively and fashionable", implying that Coca-Cola is "out of date". Looking at the recent works of Xiaogang Feng and Huang Xiaoming, it seems that they are not the "dishes" of the younger generation. In contrast, Fahrenheit, the four sunshine boys who advertised "Who will share the first bottle of Coca-Cola in the New Year", seems to be more popular with the post-90s generation and the younger generation.
The snow and ice window outside the window is warm, the lights are intertwined, the wanderer returns, the father and son are affectionate, and the beautiful feelings overflow the whole family. These warm-hearted tricks have been "creative" countless times in the new year advertisements of beverage brands, but there are few new ideas. The father-son affection in Pepsi's New Year's advertisement is actually very similar to the tonality of the father-son advertisement that Liu made for Coca-Cola years ago. In the film, when Liu Xiang got lost, Liu Xiang's father's sentence "You have crossed a hundred thousand hurdles, which is just another hurdle for you" made Liu Xiang feel the warmth of his family and cheer up. Is it too old-fashioned for Pepsi to take the family warm route again this time?
Luo, the creative director who planned this advertisement, explained that this advertisement was also recognized by China and his son in their respective eras through their different "I created" ways-the father used good technology and the son used novel ideas. It's like Pepsi, constantly trying to figure out innovation, hoping that consumers will achieve their own success with Pepsi's "I create" spirit in the new year. In addition, Pepsi's target group is a group of people who like to accept new ideas. The warm father-son relationship in Pepsi's advertisement this year has a hint of humor and ridicule, just like the scene where Xiaogang Feng plays his father in the advertisement. Although he is not young, he is fighting with his son: "Let's have a piece of ice, too", which has broken our impression of the restrained and serious family ties in China. In the film, when Pepsi was poured into the ice sculpture, a creative Pepsi "spring" was born. This new packaging of Pepsi Spring, which helped Huang Xiaoming win the championship, also left a deep impression on the audience, paving the way for the "Spring" packaging launched by Pepsi in the new year.