“把乐带回家”十五年：从陪伴到共情，百事的长期主义与文化共建

Core Insights - The article discusses how Pepsi's "Bringing Happiness Home" campaign has evolved over 15 years, becoming a significant part of Chinese cultural identity, particularly during the Spring Festival [3][4][9] - The campaign reflects a shift from traditional success narratives to a focus on ordinary life and emotional connection, resonating with contemporary consumer sentiments [5][10] Group 1: Brand Evolution - "Bringing Happiness Home" is rooted in local culture and specifically designed for the Chinese Spring Festival, marking its unique position in Pepsi's marketing strategy [3][4] - The campaign has transformed from celebrating family reunions to addressing broader community and cultural identities, emphasizing a shared emotional need for connection and reassurance [4][5] Group 2: Marketing Strategy - The campaign's approach is characterized by a long-term emotional investment rather than immediate marketing noise, aiming to create a lasting emotional bond with consumers [8][9] - The collaboration with the animated IP "Wang Wang Mountain Little Monsters" signifies a deeper cultural engagement, moving beyond superficial brand partnerships to a narrative that resonates with everyday life [6][10] Group 3: Cultural Integration - Pepsi's strategy emphasizes respect, participation, and integration into local culture, aiming to build a "national brand" emotional core in the Chinese market [7][11] - The partnership with "Wang Wang Mountain" is seen as a significant cultural shift, reflecting a desire for unconditional acceptance and emotional resonance in marketing narratives [6][10] Group 4: Industry Implications - The collaboration serves as a reference model for the industry, illustrating a transition from superficial brand collaborations to deeper narrative integration and emotional connection [10][12] - It highlights the importance of co-creating narratives that resonate with consumers, moving from mere brand presence to active participation in cultural storytelling [11][12]