says that "a university that has not passed a course is incomplete", it is the self-salvation comfort of the scumbags; then there is only one or none of the "common flash memory killings" belonging to the post-90s college students— — Campus Singer Contest! ! ! The
campus singer contest, in just 6 words, has been commented by countless people as "the most passionate activity in contemporary Chinese university life".
With the advent of the Internet age, we are surprised to find that everyone's desire for performance is far more prosperous than you think. And the campus singer contest can win the "hot blood" first place because they have been suppressed for too long-
when the college entrance examination is over, under the background of the torn test papers and reference books flying in front of the teaching building, not only Only a wild horse, but also the one who wants to prove himself, wants to pursue himself, wants to express his heart.
They want a real show time stage, really crazy call to the heart-piercing audience, really hit the body with a hot spotlight-please direct your face in trouble.
And after the end of the day, no one may remember whether he was out of tune that day, maybe no one remembers which professional and class the flower girl was, and even forgot whether he won an award; but that kind of stage Perhaps many people will never forget the moment of release and chasing the most primitive dream.
Judging from the current point of view, perhaps many campus singer contests are a bit young. When many of the top ten campus singers pulled out the video of the contest ten years later, they awkwardly pulled out two rooms and one hall; noisy background sound , The chaotic accompaniment mixed with the noisy audience, the mysterious stage design made up of several balloons...
can be at that time and place, everything is so beautiful.
Pepsi, connected life and music
When it comes to campus singer contest, you will never get around a name, that is Pepsi.
Since 2013, Pepsi has officially launched the “Pepsi’s Strongest Voice” campus singer contest nationwide. The campus stage with the big Pepsi blue logo printed on the background board once set off the dream of campus music. It also allows countless young people who have been on the Pepsi stage to truly embark on the road of music since then-
2015 Pepsi Campus Top Ten National Top 10 Player Qin Shen, once participated in the 2016 Hong Kong Red Hall Youth Music Festival as the only representative of the mainland Received awards, and then successively received awards such as the Asian International Art Exchange Competition.
In 2019, the most popular and popular band of Pepsi campus has grown into a mature band. It has become famous offline and has its own fan base.
In 2020, Pepsi sponsored "Tomorrow’s Sons Orchestra Season" on the stage, and there is also a player who has emerged from Pepsi’s strongest voice-Ma Zhe, out of campus, the constant is the love of music, and ultimately the strongest orchestra As a member of "Qiyun League", he made his debut and took another big step towards pursuing his music dream.
Their life trajectories are very similar: from an obscure young man with a musical dream, to constantly participating in the campus singer contest held by Pepsi, and finally embarking on the road of music and becoming professional musicians.
Pepsi gave them not only a stage, but also a key to open the door to their dreams.
is the strongest voice on campus every year, with new things. Lilly, chief marketing officer of Pepsi Asia-Pacific region, said, “I hope to maintain a more innovative and leading way and bring them some surprises every year.”
nowadays, sponsored programs often pay more attention to conversion rate. Pepsi is not the case, they want to use actions to interpret the brand's spirit of "love everything." They sincerely hope that they can use Pepsi's brand resources to give college students who like music a stage to show themselves.
Pepsi, and its era playlist
The relationship between Pepsi and music, of course, is not limited to campus singers. Lilly said in the interview that young people have always wanted a platform to show their emotions and love. And this kind of emotion and love, although separated by a long time and space and different cultures, can be connected through music. Since the earliest years, Pepsi has hoped to be a trendsetter, which is why Pepsi has always loved cooperating with superstars. The development of
popular music, witnessed by Pepsi, and popularMusic is also the most important DNA in Pepsi's brand culture.
Pepsi-Cola (English name Pepsi-Cola), was born in the 1890s, and has grown up with generations of people.
As early as the 1960s, Pepsi was born with pop music.
The 60s is a very special year. This generation of young people came from the post-war baby boom, infiltrated with cultural icons such as Elvis and Marlon Brando, and expressed themselves in rock music and various other exposed ways. The climax was the Woodstock Music Festival in August 1969. At this time, Pepsi-Cola also put forward the slogan of "Pepsi New Generation"-such a slogan was unprecedented at the time.
What Pepsi represents is not a high-quality and inexpensive beverage with a unique taste, but a lifestyle, a fashion attitude, a spiritual core, and a new generation of spiritual core.
This is the first time that Pepsi has become associated with music. Later, Pepsi invited various musicians to create many oral songs with various themes. Partly thanks to these songs, Pepsi has become a new generation of young people. One of people’s favorite drinks.
It can be said that the connection between Pepsi and music is the source of their infectious power across the age.
Globally, Pepsi has collaborated with almost every outstanding musician in every period: Johnny Cash, BB King, David Bowie, Michael Jackson, Janet Jackson, Ricky Martin, Britney Spears, Beyoncé, LadyGaga, Asian representatives There are Leslie Cheung, Aaron Kwok, Faye Wong, Jay Chou, as well as Dou Jingtong, Deng Ziqi and the recently joined Asian women's team BLACKPINK.
If you are a music lover, you will definitely feel that Pepsi has always been in the pop music circle.
At the same time, Pepsi is also keen to cooperate with rising stars and use brand influence to explode their potential. For example, Wang Jiaer, after returning to China in 2017, contributed the first solo performance in his acting career "Generation 2" to the strongest voice on the Pepsi campus. In the lyrics, Wang Jiaer sang: "I believe, just do what I like Do what I want to do, Pepsi, live for now".
It can be said that this is not only Wang Jiaer's personal thoughts, but also the spiritual core of Pepsi.
For two centuries, Pepsi has broken away from brand marketing in the traditional sense. Instead, it has stood with the desire of the younger generation to express cultural collisions and impacts to the greatest extent, using the power of music to illustrate the core of the spirit.
And all these are naturally not difficult to understand why Pepsi has spared no effort to build a bridge to the country of music for young people in China.
Lilly, who joined PepsiCo’s New York headquarters in 2004 and transferred to PepsiCo Greater China in 2007, talked about the relationship between PepsiCo and young people in the past ten years. Perhaps more than a decade ago, young people had limited access to information and were more or less curious about new things. So when the identity of the brand as the leader appeared and brought them fun, popular, and new things, they Will follow it naturally.
And now, in communicating with young people, Pepsi also has more profound considerations-for example, when it comes to choosing a spokesperson, for Pepsi, traffic is not the most important, resonance with young people, and what it brings The spiritual core is the criterion for selection.
In fact, young people place more emphasis on personalization, and these personalities, which are different from the original trend-following fashion, tend to be more diversified, "be yourself" and do what they want to do. This is what young people want and do. Vision. The creativity, boldness and courage in the core of
pop music are themselves part of the spiritual core of Pepsi, and this collision of value cores, unknowingly, has allowed Pepsi to accumulate a considerable cultural heritage of pop music.
Deng Ziqi, who made her debut in the campus music audition, has countless popular songs, such as "Bubbles" and "Like You"... and because she made her debut in the singing competition, she has been very grateful for the campus singing competition to this day. opportunity. In cooperationShe also participated in the strongest voice activity on campus, not only as a judge, but also as a student guide and mentor. These incubations and star making are also the foundation for Pepsi to have the best pop music cultural heritage.
Deng Ziqi won the campus singing contest at the age of 14, and officially debuted at the age of 16. Perhaps she will better understand the importance and significance of the musical stage to musical dreams.
holds campus competitions, sponsors popular music variety shows, and cultivates a new generation of musicians. All of Pepsi's support for domestic music stems from love, from the everlasting pop music foundation of the brand, and from the constant pursuit of the wave of the times.
A bottle of soda, and its gushing future
If you now call Pepsi-Cola simply "Fat House Happy Water", then please open the playlist of Pepsi’s era and travel through the brand of each era. , And then after tasting its taste, tell me how the times taste.
Pepsi is more than just a bottle of soda. When a company is born from the source, it has its own dreams and personality, its own unique concept of the world and future prospects, and its curiosity and acceptance of cultural shock. And it comes from culture, is baptized from culture, and eventually—it will become part of culture.
But what Pepsi may never change is the optimism of pursuing dreams and breakthroughs, as well as the young mentality of always fighting spirit. It is precisely because of this that it can rely on its own influence to inspire so many young people to create, explore, discover a larger world, and become a better self.
never overpowers guests. Pepsi knows that it is in the most appropriate position in the long history-
when you are at the right time, guiding you to pursue the role you want in your heart;
when you are in the torrent of cultural change, keep your original The role of the heart;
when a bottle of soda, but not just a bottle of soda, but full of energy, always ready to meet the gushing future.
Finally, Lilly said so, "Pepsi should be more than a bottle of soda, I think it should be a symbol of love for every generation of young people."
(images from Pepsi)
planning: Joint .CREATIVE
micro Letter to the Editor: Efficient
Author: carbonated dog
design layout: Snow
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