PepsiCo links brands with societal happiness [Global Times]
(Global Times Via Acquire Media NewsEdge) Launching the "Bring Hapiness Home 2014" campaign. Photo: Courtesy of PepsiCo
PepsiCo Greater China launched its marketing campaign for the Chinese New Year in Shanghai on Tuesday, calling on society to bring happiness home by showing love and care to people around us.The campaign, "Bring Happiness Home 2014," is now in its third year, and has become PepsiCo's trademark event in the Chinese New Year, and one of China's most successful food and beverage marketing campaigns of all time.From 2012's theme "Going home is your parents' biggest happiness" to 2013's "Where there is love, there is home; and where there is home, there is happiness," the campaign urges people to spread love from one's own family to the whole society, to make society more harmonious.As part of the campaign, the world's food and beverage leader launched its "Mother Postal Parcel" charity program in collaboration with the China Women's Development Foundation and Tmall, delivering parcels to poor mothers in remote mountainous areas in China so they can have a warm and happy Chinese New Year. Two mothers from Sichuan and Guizhou provinces were among the recipients of the first batch of parcels in late December, and they were present at the launch ceremony in Shanghai to share their joy and gratitude with guests.A mother of two children from Sichuan Province's Aba Tibetan and Qiang Autonomous Prefecture said, "I hope my children will also help others when they grow up."The special thing about the program is its new charity model of collecting small donations from Net users. Young people are encouraged to donate at least 2 yuan ($0.33) on PepsiCo's Tmall site toward the parcels. Every 200 yuan in donations can buy one parcel, which includes items like a scarf, gloves, a quilt and a medicine box. PepsiCo is going to donate 2,014 parcels to the poor mothers. "'Happiness Giving'" brings out the vision of PepsiCo, which means there is no difference whether home is near or far, happiness big or small," explains Richard Lee, chief marketing officer of PepsiCo Greater China and the mastermind behind the "Happiness Giving" project."It gives new meaning to 'family' and 'happiness' - those you care about are all families, and you get back happiness the moment you give out happiness.""The mothers in poor regions often cannot feel hope. We hope the parcel can give them confidence and hope in life," said Qin Guoying, secretary-general at the China Women's Development Foundation.The project also marks the first cross-border charity activity sponsored by a public organization, a business and an online business platform. China's largest online shopping platform Tmall is an integral part of the "Happiness Giving" campaign. Ping Chang, marketing director at Tmall, said online spending will peak at year's end as people shop for new clothes and other items for the Chinese New Year. He said people don't mind donating a yuan or two when they shop.
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