For China's Year of the Monkey, Pepsi wanted to mark the celebration by using a monkey. Well it wasn't based on a monkey which is probably why it worked so well.
For their campaign, they released a six minute video that was viewed more than 15 million times in just a week. The video was about monkey king. Monkey King is a national superhero in China. A performer played a monkey in a TV show based on "Journey to the West" which was a tale about a clever monkey who had magical powers. The reason the campaign worked was due to the emotion it created. We have seen this time and time again. If a brand has a campaign that evokes memories or emotion, then it is one that will be successful.
The video is part of their "Bring Happiness Home" campaign which began in 2002. They also released some limited edition exclusively designed custom cans.
This article was co-authored by Ross Culliton. Ross is the founder of Roody Originals, creators of original custom sweaters for brands