Core Insights - The event "Desire is Possible: Pepsi Campus Strongest Voice Annual Ceremony" was held in Xiamen, showcasing the importance of music in igniting the aspirations of the younger generation [1][6] - Pepsi has been cultivating the "Pepsi Campus Strongest Voice" IP for over a decade, establishing a mature music growth system that supports young original talents in China [2] Group 1: Event Highlights - The annual ceremony featured 18 emerging talents from universities across the country, who showcased vibrant and creative musical works [6] - The event included performances by notable artists such as SHarK and Wanida, emphasizing the theme of "Desire is Possible" [6][9] - The global premiere of the brand theme song "Desire is Possible" was performed, enhancing the emotional resonance of the event [7][9] Group 2: Technological Integration - The debut of Pepsi's first humanoid robot "Pepsi Blue Treasure" represented a breakthrough in technology, symbolizing the projection of youth aspirations [10] - The robot showcased its versatility by interacting with artists and engaging in various performances, highlighting the fusion of technology and music [10][12] - This integration serves as a bridge for deep dialogue between the brand and the younger demographic, reinforcing the brand's commitment to innovation and support for aspiring musicians [12] Group 3: Future Aspirations - The event concluded with a commitment to continue supporting young musicians and fostering a broader path for their aspirations [12] - Pepsi aims to collaborate with more universities and emerging artists to ensure that every aspiring musician is heard and recognized [12]

Group 1 - PepsiCo officially announces the return of David Beckham after over 20 years, launching a new chapter under the brand concept "THIRSTY FOR MORE" [1] - The new initiative encourages the younger generation to embrace their passions with the message "If you love it, it's never a waste," promoting authenticity and enjoyment of the present [1][3] - Beckham's past collaborations with Pepsi in the early 2000s created iconic moments, reinforcing the brand's connection with youth culture [3] Group 2 - PepsiCo aims to resonate deeply with young consumers by finding relevant touchpoints, ensuring that passion translates into possibilities [5] - The company plans to launch new marketing activities in the Chinese market under the "THIRSTY FOR MORE" theme, promising innovative marketing experiences [5]