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How Does Pepsi Pop Up Store Play With Young Consumers In China?

Pepsi Cola, a global brand with over one-century-old, has always been at the forefront of global pop culture. They learn and create new way to activate enthusiasm of every generation. 

Pepsi China launched the "Pepsi pop up Store" campaign in 2017. Consumers can come to the Pepsi pop up store with the CDK code inside the Pepsi bottle cap and have chance to win the special discount, lottery, and limited fashion product. This year, Pepsi pop up store offers limited bike, white sneakers, and Pingpong set. 

image from loftooo.com

Create Young Energy

In order to fit in young consumer market, Pespi China create young energy by applying popular language and pop songs in the store and campaign ads. Those new energy theme make young consumers feel motivated and excited.

From Social Beta

Combine Offline Experience With Digital Experience

By carefully observing young consumers shopping behavior and learning their psychological needs, Pepsi built the pop up store to offer a new and different consumer experience. 

Image From Social Beta
When consumers buy Pepsi, they can use their smart phone to scan a special CDK code inside the bottle cap. Then, they have chance to win those new limited products in the pop up store. Someone won a pair of the limited sneaker and shared the post on Weibo. 

screenshot from weibo
Combing digital and in-store experience, it matches young consumer shopping behavior and preference of trying new thing. It is a great way to improve the consumer interaction with brand both online and offline. 

Work With Entertainment Show 

Entertainment show is one symbol of young pop culture.  In recent years, Pepsi continues to work with popular Chinese entertainment show such as "Hot Blood Street Dance" , "This Is Origninal" and "China New Rap 2" to reach different consumer groups locally.

Creating new content for those entertainment programs is a direct way to send brand message and tell brand story. It is also an effective way to reach the potential target audience. Audience can perceive the core spiritual value of Pepsi. 

Overall

There are always changing on consumer psychological needs, shopping behavior, consumption concepts, and media habits. 

If brands want to win over young people, they should first understand what they like and what they want now, and then combine products and creative content to communicate with target audience.  Pepsi pop up store is a marketing model for fitting in young consumer groups.



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