We are talking to Richard Lee, Chief Marketing Officer of PepsiCo China Ltd. Over drinks at this popular nightlife spot, he has been telling us about 'Thirst For Creativity', Pepsi's ambitious idea for transforming the brand to keep pace with a rapidly changing consumer landscape.
Tags: CoolBrands, Meeting Richard Lee, A thirst for Creativity, Create for Thirst, Create for Thirst Campaign, Richard, Lee, Richard Lee, #CBNWS, CBNWS, #CoolBrands, CBPersonal, #CBPersonal
Título original
"Thirst for Creativity" - Richard Lee - Pepsico China
We are talking to Richard Lee, Chief Marketing Officer of PepsiCo China Ltd. Over drinks at this popular nightlife spot, he has been telling us about 'Thirst For Creativity', Pepsi's ambitious idea for transforming the brand to keep pace with a rapidly changing consumer landscape.
Tags: CoolBrands, Meeting Richard Lee, A thirst for Creativity, Create for Thirst, Create for Thirst Campaign, Richard, Lee, Richard Lee, #CBNWS, CBNWS, #CoolBrands, CBPersonal, #CBPersonal
We are talking to Richard Lee, Chief Marketing Officer of PepsiCo China Ltd. Over drinks at this popular nightlife spot, he has been telling us about 'Thirst For Creativity', Pepsi's ambitious idea for transforming the brand to keep pace with a rapidly changing consumer landscape.
Tags: CoolBrands, Meeting Richard Lee, A thirst for Creativity, Create for Thirst, Create for Thirst Campaign, Richard, Lee, Richard Lee, #CBNWS, CBNWS, #CoolBrands, CBPersonal, #CBPersonal
We are Lalklng Lo 8lchard Lee, Chlef MarkeLlng Cfflcer of epslCo Chlna LLd. Cver drlnks aL Lhls popular nlghLllfe spoL, he has been Lelllng us abouL '1hlrsL lor CreaLlvlLy', epsl's amblLlous ldea for Lransformlng Lhe brand Lo keep pace wlLh a rapldly changlng consumer landscape.
1hlrsL means Lwo Lhlngs for epsl. As a beverage company, lL supplles a refreshlng producL Lo quench Lhe LhlrsL of lLs young, acLlve consumers. 8uL lL has also Laken Lhe ldea a sLep furLher Lo mean a LhlrsL Lo creaLe a beLLer llfe.
"lL's safe Lo say LhaL dlglLal medla ls huge ln Chlna," 8lchard says. "?oung people ln parLlcular use lL on a dally basls Lo creaLe a presence or ldenLlLy onllne - Lhrough webslLes, blogs, forums and so on - as well as Lo express Lhemselves. We found a purpose for Lhe epsl brand ln enabllng young people Lo creaLe, buL we also wanLed Lo flnd a way Lo Lurn our brand purpose lnLo a compeLlLlve advanLage."
epsl declded Lo develop an onllne plaLform. !olnlng forces wlLh 1mall, Lhe global leader ln e- commerce, lL launched epslLmall.com.
Are you addlng Lo your core buslness Lhen?" l ask.
More Lhan LhaL, we're expandlng Lhe brand's relevance," says 8lchard. "epsl has become a way of llfe and epslLmall has become a desLlnaLlon."
Pe Lells us abouL Lhe success Lhe plaLform has en[oyed, desplLe only belng llve for a few monLhs. 1mall ls a sLore and our alllance wlLh Lhem means we can already offer our consumers more Lhan 30 blg-name and up-and-comlng brands. epslLmall.com, on Lhe oLher hand, ls abouL !"#$%&!' We also hlghllghL Lhe people behlnd Lhe brands - Lhose who are creaLlng beLLer producLs and a beLLer world." arL of Lhe plaLform's sLoryLelllng [ourney ls lLs annual award glven Lo Lhe mosL creaLlve young deslgners and enLrepreneurs. 1he flrsL year celebraLed 108 orlglnal heroes, selecLed by epsl and voLed for by consumers, who were proflled and promoLed on Lhe slLe.
l look aL Lhe Lables around us, whlch are fllllng up wlLh young people en[oylng early evenlng drlnks. "Shopplng - even onllne - can be LhlrsLy work," l say. "Pow does Lhe mall caLer Lo Lhose who are ln need of a cold epsl afLer some reLall Lherapy?
"We've LhoughL of LhaL!" 8lchard laughs. "1he epsl CourmeL aradlse secLlon of Lhe plaLform offers free dlshes and meal deals - washed down wlLh a epsl, of course - ln Lhousands of resLauranLs. 1here's even an lnLegraLed search englne Lo flnd Lhe besL resLauranL closesL Lo you. lL's Lrue LhaL you have Lo leave Lhe house Lo beneflL from Lhls parL of Lhe epslLmall experlence, buL we see lL as Lhe ldeal comblnaLlon of on- and off-llne acLlvaLlons."
Pe geLs ouL hls moblle phone. WhaL's even beLLer, ln Lhe age of moblle lnLerneL, ls LhaL l can en[oy a dlscounL meal aL a epsl parLner resLauranL and sLlll be able Lo check ouL whaL's new on epslLmall." Pe navlgaLes Lo Lhe webslLe's homepage and LranslaLes some of Lhe Chlnese characLers for us. "We sell orlglnal lLems LhaL aren'L avallable anywhere else and we launch cool new producLs LhaL maLch our brand ldenLlLy," he Lells us. "We recenLly collaboraLed wlLh 8aLhlng Ape, for example, a cuLLlng- edge !apanese cloLhlng label, and we marked Lhe 23Lh annlversary of Mlchael !ackson's album ()* wlLh a range of llmlLed-edlLlon epsl merchandlse dedlcaLed Lo Lhe klng of op."
"Always offerlng someLhlng new, ls LhaL parL of your sLraLegy Lo keep people comlng back for more?" MaarLen asks.
"Lnabllng consumers Lo creaLe, our brand purpose, demands a cerLaln amounL of creaLlvlLy from us as well. epslLmall was Lhe flrsL plaLform of lLs klnd ln Chlna, whlch ls lnnovaLlve ln lLself, and we wanL Lo keep our LargeL group curlous and exclLed. 8uL we have also had a llLLle help from our frlends!"
Pe shows us anoLher page. "We slgned up some of Chlna's hoLLesL young celebrlLles for our mulLlmedla campalgns. 1haL aLLracLed a huge number of vlslLors and generaLed a buzz LhaL exLended far beyond Lhe plaLform."
As we have been Lalklng, Lhe sun has seL and we see Lhe llghLs comlng on ln Lhe bulldlngs across Lhe rlver. "?oung people respecL brands LhaL are passlonaLe, lnnovaLlve and responslble," 8lchard says. "WlLh Lhe 'CreaLe for 1hlrsL' ldea and lnLeracLlve onllne plaLform, epsl ls well on Lhe way Lo earnlng LhaL respecL."
8lchard Lee ln dlscusslon wlLh Anouk appers (Cool8rands)
1ags: Cool8rands, Cool8rands meeLlng epsl, MeeLlng epsl ln Shanghal, MeeLlng epsl, MeeLlng 8lchard Lee, A LhlrsL for CreaLlvlLy, CreaLe for 1hlrsL, CreaLe for 1hlrsL Campalgn, 8lchard, Lee, 8lchard Lee, #C8nWS, C8nWS, #Cool8rands, C8ersonal, #C8ersonal