Pepsi enters Coke territory with ‘Bring happiness home’ Chinese New Year campaign

PepsiCoPepsiCo has launched a campaign in China that leans into Coca-Cola territory with the slogan ‘Bring happiness home’ to celebrate Lunar New Year.

The campaign, which is housed on a Tudou page and also running on Weibo and WeChat, consists of a four-part mini-series featuring celebrities such as Chinese actor Zhang Guoli, a TV ad, a music video and a charity program to help mothers in need.

This is the third year in a row PepsiCo has used the ‘Bring happiness home’ proposition for Chinese New Year. Coca-Cola introduced its global ‘Open happiness’ platform in 2009.

“2014 marks the third year of the annual campaign and this time, we invited many partners to collaborate in building it up. It’s not only about bringing happiness home — it’s also about the importance of delivering it. We are happy to see that every single partner and agency has illustrated the idea perfectly,” said Richard Lee, chief marketing officer of PepsiCo Greater China.

The marketer added: “Chinese New Year is a tradition that runs through all our veins; the saying goes, ‘Whether near or far, home is still home. Whether big or small, happiness is still happiness.’ We hope to pass on this philosophy and bring happiness to everyone’s lives while encouraging them to bring happiness to others – ultimately making it a lifestyle and core value for the Chinese society.”


  • Client: PepsiCo
  • Campaign: Bring Happiness Home
  • Mini movie and TVC: Civilization
  • Theme Song video: Civilization
  • Tmall: Agenda
  • Social: Razorfish
  • Campaign website: DDB
  • Wechat: DDB
  • Interactive Game: DDB

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