Creativity

Pepsi Plots a Branded Mobile Phone in China

Product Could Be a New Way To Deliver Branded Entertainment to China's Consumers

By Angela Doland. Published on Oct 14, 2015

Editor's Pick

Pepsi has confirmed it's working with a licensing partner on a line of mobile phones and accessories for China. A lot of commentators find this baffling. But frankly, it's less weird than some other products that have sold in China with a Pepsi logo. Local e-commerce platform JD.com is currently offering a large selection of Pepsi-branded socks.

Pepsi, with its focus on youth culture, wants to reach China's mobile-addicted under-25 set. A Millward Brown study last year found that Chinese people spent 170 minutes a day on their smartphones, double the time they spend watching TV.

China has 525.8 million active smartphone users, according to eMarketer, and that's only 38.6% of the population, so there's room to grow. "Pepsi has always moved at the speed of culture, and today technology is a key cultural pillar at the heart of consumer interaction," PepsiCo said in a statement about the phone.

The brand still hasn't said much else about its smartphone plans. So it's not clear if they'd just be phones with a Pepsi logo on them, or if they might be loaded up with apps featuring branded entertainment content, a huge focus of PepsiCo in China.

For years, the company has worked with some of China's biggest stars on songs and filmed mini-movies to release for the Lunar New Year. That annual campaign, called Bring Happiness Home, has sometimes had over a billion views. That's got more reach than branded socks.

This story originaly appeared at AdAge.com.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Oct 14, 2015
Client:
Pepsi

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.