Pepsi Bring Happiness Home

Chinese New Year is the biggest time for brands in China. While most brands focus on gift giving between family and friends, Pepsi wanted to extend the spirit of generosity to people in need, specifically mums living in rural poverty.

Because the holiday is a time of shopping frenzy, we needed a smart way to get people to pay attention. That’s why we collaborated with Tmall, the biggest e-commerce platform in China to create a simple digital donation mechanic that let people give micro donations at the end of their purchase journey.