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Mini Heytea, Heytea’s subbrand focus- Pepsi in China have expanded to include
ing on cost-effective marketing and good Leslie Cheung, Andy Lau, Sammi Cheng,
brand image, followed upon the heels of Louis Koo, Jolin Tsai and F4. In 1983, the
MIXUE revelry and launched its advertising commercial acted and sang by Micheal Jack-
song Happy Watermelon to promote the new son was a milestone in its marketing history.
watermelon ball drinks. However, the song Sprite owned by Coca Cola has invited
stuffed full with punchlines and buzzwords A-mei, Elva Hsiao, Alex To and other famous
was not “earwormy” enough, failing to echo singers for its commercial songs. It even
with customers and ending up with gloom. became the title sponsor for many Chinese
Looking back the history of commercial pop music billboards, and had a presence in
jingles, the MIXUE song is like a small drop in the music domain with wristbands, limited
a vast ocean. In 1926, the first commercial line packages and other cultural products.
jingle Have You Tried Wheaties for modern For Want-want Group, the song of its O-pao
food products was created. The vocal quartet fruit milk was also played on TV and stuck
depicted the nice texture of Wheaties’s name- in audiences’ mind with catchy melody be-
sake wheat, saving consumers the effort of fore it was banned due to rule violation.
reading the product package in stores. As another language for humankind in
In 1998, the century-old Pepsi launched addition to words and paintings, music always
the prolific music marketing ever in China. keeps a strong power and evolves with added
In January, Aaron Kwok, a super star from values during social development, worth all
Hong Kong, became the brand ambassador, kinds of expectation and imagination. As a tool,
launching the action song Sing This Song in a song can get new values through adaption
blue suits for Pepsi commercials. In Septem- and recreate fashionable trends, just as what
ber, the new packaging was launched glob- happened to Oh! Susanna, and even stand for
ally, and famous singers like Faye Wong, distant products like tea and coffee. However,
Aaron Kwok, Janet Jackson and Ricky Martin as a spreading method, it is all about how to
sang together for the musical commercials. deliver the original innovation through factors
Since then, the musical ambassadors for including proper beats, lyrics and instrument.

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