Pepsi launches new "challenge"

And other news in Greater China

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SHANGHAI--PepsiCo has created a new version of last year’s “Creative Challenge” competition that will run through the summer. In this year’s contest, Pepsi has invited consumers to submit their photos, which may end up on Pepsi cans, and vote on other people’s photos.

“We’re moving from consumer engagement to consumer empowerment,” said Leo Tsoi, Shanghai-based marketing director of Pepsi’s beverage business unit in China. “We’re letting them take control.”

Consumers will help determine 10 winners from the online phase and 10 winners from the on-ground events, while one winner will be selected by Chinese actor Louis Koo, the current star of Pepsi brand ads. The winning photos will be used on the food and beverage giant’s new cans, as part of a global rollout of new packaging.

Pepsi is introducing five cans in China with different themes--travel, SMS messaging, internet-related emoticons, a graffiti-splashed festival can and one that features faces of consumers, which is tied to the new promotion. The new packaging is related to Pepsi’s global tagline, which was changed from “Dare for more” to simply “More.” The marketing campaign to promote the contest and the new can was created by BBDO Worldwide, Shanghai.

The ads will appear in traditional media, said Mr. Tsoi, “but photos can be submitted through the internet or via mobile phones, as well as at special events, so those areas will be the real focus of the contest.”

In the two weeks since it launched, Pepsi has received 250,000 photo submissions and nearly three million votes, and 15,000 users have joined the Pepsi Creative Challenge community blog site.

“The idea behind this competition is the fact that many Chinese people want to be famous. Everyone is chasing after their dream,” said Nalla Chan, BBDO’s senior account director for Pepsi in Shanghai.

Last year, the soft drink marketer invited consumers to help develop a TV commercial starring Asian superstar Jay Chou by logging on to a micro site created with Netease, one of China's leading portals by submitting scripts and voting on other entries. (See also, “Pepsi contest puts consumers in charge,” AdAgeChina, May 18, 2006)

Wrigley develops herbal-enriched gum for Chinese market
GUANGZHOU--Wrigley Co. has joined a growing trend for natural, organic foods in China--not historically a nation of gum chewers--by introducing a sugar-free chewing gum brand in China called LangYi. It is available in three flavors enriched with herbal extracts. LangYi Beauty is made with aloe, LangYi Relaxation with wolfberry and LangYi Cooling with Chinese fruits luo han guo and loquat.

Marketed as “natural, healthy and modern,” said David Glass, Wrigley’s Guangzhou-based marketing director for Asia, LangYi was developed “with the Chinese consumer in mind and is currently only available in China.”

Advertising for the new brand, created by Leo Burnett Worldwide’s Guangzhou office, features the Chinese actress Yuan Quan. The campaign will run in TV and outdoor media.

IDG will launch Entrepreneur in China
BEIJING--Entrepreneur Media will publish a Chinese-language edition of its flagship title, Entrepreneur, through a licensing partnership with IDG. The alliance has already created a web site to support the new title,, launched last month. A trial issue of the print title will be released this month. Regular publication issue of the ad-supported magazine begins in October. The web site and magazine will be aimed at business owners and leaders.

“Entrepreneurship is a rapidly growing opportunity in China that has yet to be fully supported,” said Hugo Shong, president of IDG Asia/China in Beijing. “We’re filling a major need for reliable resources to serve entrepreneurs and the advertisers that need to reach them.”

2007 Olympic Day Run Plans Unveiled For Beijing, China
BEIJING--The Chinese Olympic Committee hopes to gather thousands of runners in Beijing on June 23, 2007, for an Olympic Day Run with support from several of the event’s sponsors: McDonald's Corp., Coca Cola Co., Johnson & Johnson, Panasonic and Adidas.
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