10th Anniversary of Pepsi's "Bring Happiness Home"
This winter seems to be particularly cold. Hope our story can bring a little warmth to this cold winter.
Pepsi's short movie "Bring Happiness Home" launched at the end of this year as expected. Unconsciously, the story of "Bring Happiness Home" has been with us for ten years. On the occasion of the 10th anniversary, we invited Director Zhang Dapeng to work with us in creating two heartwarming stories "Jirong's New Year" and "My Father's Happiness". We also invited excellent Actress Song Jia and Actor Pan Yueming to lead the film to interpret the theme of family and reunion.
Let's get a sneak peek.
In FMCG filed seeking for innovations and changes, we have been telling a story for ten years.
Since 2012, Pepsi started its annual Chinese New Year campaign “Bring Happiness Home”, making it the only brand IP in China’s marketing industry that has lasted and thrived for a decade. The idea of "Bring Happiness Home " was driven by brand mission: as the society, technologies and individual consciousness all keep evolving, more and more people leave their hometown and their families to work and live in a different city alone. However, their desire for family reunion has never changed. We hope that at the Chinese New Year, a traditional festival, we can accompany consumers with warm stories, and remind them of the importance of traditional family values as well as community spirit.
Every year, we turn our yearning for home into inspiring stories, responding to the emotions of young people at the present, making the meaning of home emerge slowly in the moments of laughter and tears, and also building a bridge of empathy between the brand and consumers.
How to tell a special story on the special 10th anniversary?
On the occasion of the most special 10th anniversary and the most special year of 2020, how should we develop the campaign narrative of Bring Happiness Home?
Finally, we turned our attention to real people and real lives, showcasing their unique experience on New Year’s Eve. Through telling stories of a schoolmistress and a delivery man, we pay tribute to each and every ordinary hero like them.
At Chinese New Year, regardless of occupation, we all share a common identity – family member, who are going on the road back home either physical or psychological. With a population of 1.4 billion in China, thousands of families may have tens of millions of kinds of New Year. But home is always what we yearn for.
Besides warm short movie, there is more...
A TVC with a completely different tonality. Co-created by CIVILIZATION and Director Li Weiran, Pepsi spokespersons gather together to unlock the New Year atmosphere of "Open Pepsi, Bring Happiness Home ":
At the Spring Festival of 2021, Pepsi put forward the idea of "Open Pepsi, Bring Happiness Home", and launched the New Year themed package leveraging elements of traditional auspicious beast, hoping to further bind the bonding between products and New Year.
Taking on the upgraded communication idea, we create a family reunion moment in TVC that appears after opening Pepsi and is full of the atmosphere of New Year. With a slightly fantasy plot, the TVC brings out the "New Year flavor" followed by "opening Pepsi": the golden lion, magpie, koi and auspicious beast show up to add more New Year atmosphere for the reunion, but also deliver special New Year wishes and good luck to the family by celebrities and Pepsi products.
Today, Pepsi's Bring Happiness Home, which has accompanied consumers at Chinese New Year for many years, has already become a must-have for reunion moment and a part to build people's New Year ritual. And for us, it is an endless story of letting more Chinese consumers “Bring Happiness Home”.