Consumers literally the face of Pepsi's latest China push.

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  • Additional Information
    • Subject Terms:
      CHINA
    • Subject Terms:
      PEPSICO Inc. 001287762 PEP
    • Subject Terms:
      TSOI, Leo
    • Abstract:
      The article discusses a contest held by PepsiCo in which consumers submit pictures of themselves for the chance to have their face appear on the side of a Pepsi can. Pepsi's Chinese marketing director, Leo Tsoi, comments on using the packaging as a media for consumers to decide on. The contest created an online community, where the leading contenders had become Internet celebrities within China.