Pepsi’s Chinese Music Label

A post on BusinessWeek explains how Pepsi CEO Indra Nooyi’s recent trip to China has officially prompted the launch of a new venture for the beverage company. In an effort to strengthen the Chinese population’s relationship with Pepsi, it has founded its own record label in China to produce home-grown musical artists that it will feature in its own marketing campaigns. For an American company in China, this is a culturally sensitive and inventive move. In the past, Pepsi has used big-name pop stars and singers in the US to promote its products to great success. It’s a best practice for multinationals to think locally when extending their reach into regions that are culturally foreign, but will this tactic, originally devised for an American market, work in China?

Click here to read the post on BusinessWeek.

A recent Pepsi advertisement featuring Jolin Tsai and Louis Koo Tin Lok, two Chinese celebrities