Author: Xiaoshidai (original).
Usually, some major food and beverage companies will register some "homophonic" trademarks to prevent copycats after being preemptively registered, but very few products will actually be launched. And this time the situation is a little different: the official "Pepsi Deer", "7 Rhinos" and "Baa Nianda" are here.
Today, PepsiCo China announced on its official WeChat account that its Pepsi-Cola, 7-Joy and Minianda have all launched limited-themed packaging for Shanghai Disneyland, and the three products will be exclusively sold by Shanghai Disneyland. Not long ago, Shanghai Disney Resort's "Zootopia" campus officially opened.
In order to check the industrial and commercial information, or in order to cooperate with the details of the new park, the above-mentioned three trademarks "Pepsi Kelu", "7 Rhino" and "Ba Nianda" have been applied for registration by PepsiCo headquarters in China earlier.
Although this is not a product "name change" in the substantive sense, it seems to be the first time in recent years that PepsiCo's drinks have made such a big effort to "play with memes" of its iconic brand in China. What are the considerations behind this?Let's take a look.
Really dryAccording to Pepsi China's official WeChat, the three limited theme packaging products of "Pepsi Kelu", "7 Rhinos" and "Baa Nianda" are packaged in 600ml PET plastic bottles. Today, PepsiCo said in response to the inquiry of Xiaoshidai that the three products have officially landed in Shanghai DisneylandThe future willIt is sold at a fixed point in the park for a long time。PepsiCo brought its three well-known carbonated drinks to launch limited-themed packaging in Shanghai Disneyland, creating an animal** packaging design with ingenuity, and incarnating Animal City residents to settle in Zootopia with humorous homophonic stalks. The company said. 
Today, Xiaoshidai found on the social platform that the "homophonic stalk" product is causing netizens to discuss. For example, a netizen posted the "Pepsi Deer" sold in Shanghai Disneyland**, showing that a bottle of "Pepsi Deer" with Disney Zootopia, bottle cap and accompanying buckle is priced at 58 yuan. "In this way, it may be related to Animal City elements + Shanghainese, which is fun", someone left a message;"This should be a typo version authorized by PepsiCo", and someone else joked, "remember to leave the label before throwing the bottle". Xiaoshidai checked the industrial and commercial data today and found that PepsiCo's headquarters successively submitted applications for the registration of three Chinese trademarks in the Chinese market, namely "Pepsi Kelu", "7 Rhino" and "Ba Nianda", between October last year and May this year. Among them, the registration application for the "Pepsi Kelu" graphic trademark was submitted in May, and the preliminary examination announcement was made in October this year. Previously, there were well-known "defensive" trademark applications such as "Leibi" and "Farmer's Three Fists", but before the sale in the park this time, no one thought that PepsiCo would "really do it". It can be seen that for this wave of cooperation with the opening of the new Shanghai Disney Park, the food and beverage giant is "out of the way". BreakthroughIn fact, behind such a "brain hole" meme, it is inseparable from an eye-catching business partnership. According to the data, the cooperation between PepsiCo and Shanghai Disney Resort began in 2014. This is the first time in nearly 30 years that PepsiCo's drinks have served the Disney community. At that time, Shanghai Disney Resort announced the signing of a multi-year strategic alliance agreement with PepsiCo (PepsiCo) and Master Kong Holdings (Master Kong), which also marked the establishment of PepsiCo and Master Kong as the resort's premier beverage suppliers. On the official opening day of Shanghai Disney Resort in June 2016, Indranooyi, then Chairman and CEO of PepsiCo, was in attendance. In response, Reuters commented that the new partnership "broke Coca-Cola's quarter-century-long monopoly on the American theme park's beverages**". Previously, Coca-Cola had a long-standing relationship with Disney. According to the data, Disney's relationship with Coca-Cola began in 1942, when Walt Disney first appeared on Coca-Cola's radio show. In 1950, a Disney television special was sponsored by The Coca-Cola Company. When Disneyland opened in 1955, The Coca-Cola Company began sponsoring refreshment corners on Main Street. Subsequently, the partnership continued to grow at Disney parks around the world. However, Pepsi has actually not been idle for a long time. From 1955 to 1990, both Coca-Cola and Pepsi were sold at the same time at Disneyland, although Coca-Cola seems to have dominated Disney. 
At present, Coca-Cola is still the beverage supplier of 11 theme parks in the United States, Hong Kong, France and Disneyland, and the relationship between the two sides is still strong. This year, the relationship between PepsiCo and Disney has taken a new step forward. As previously introduced, on November 6, PepsiCo's chief financial officer Hugh Johnston was appointed Disney's chief financial officer, reporting directly to Disney CEO Bob Iger. Hugh Johnston has been with PepsiCo for more than 30 years in a variety of roles, serving as PepsiCo's Chief Financial Officer since 2010. PowerIn fact, not only PepsiCo, despite its global reputation, many major food and beverage brands are eager to enter parks like Disney and Universal Studios. Earlier this year, Mars China and Shanghai Disney Resort announced a multi-year strategic alliance. For a series of special occasions and festivals, the two parties will create a limited-time menu featuring Mars China's chocolates and confectionery, as well as a series of Mars products themed around Shanghai Disney Resort that will be available at the resort. 
Although the commercial terms of the cooperation between the two parties were not disclosed at the same time, it is widely believed that the threshold for similar cooperation is high and needs to be evaluated regularly. Why do these major food and beverage manufacturers still want to cooperate?First of all, the positive emotions represented by empowering FMCG brands may be an important consideration. For example, for the above-mentioned cooperation, Feng Liu, president of Mars Wrigley China, said that this can allow the two sides to fully release the multiplier effect of "Wonder Travel" and "Happiness" in a more diversified way. According to Mintel's Snack Innovation Report released this year, 58% of Chinese consumers are willing to accept confectionery products that offer mood-soothing effects. Previously, Brad Spickert, former senior vice president of innovation and commercialization at Coca-Cola, also pointed out that Disney is "one of the most strategically important customers and alliances" of Coca-Cola, because the former has a high degree of popularity, strong influence on trend culture, and occupies an important position in the hearts of consumers. Brad Spickert said Coca-Cola and Disney have a lot in common, such as their ability to bring "unique moments of happiness" to shared consumers, a connection that cannot be achieved by selling products alone, but through brand integration and experiences inside and outside the theme park. "Unlike sporting events, theme parks don't have too many brands, so putting the logo there is a better way for people to see. Disney's integration of the brand into the theme park's story has greatly increased the impact of our brand. Brad Spickert said. Secondly, it can significantly increase the added value of the brand. For example, the launch of co-branded customized products with large theme parks is already the "basic exercise" of cooperation. When a new Disney "Star Wars" campus opened in the United States in 2019, Coca-Cola, Star Wars and Disney collaborated to develop a custom beverage bottle whose names for the Coca-Cola, Diet Coke, Sprite and Dasani (Coca-Cola's drinking water) brands were translated into the written language of the "Star Wars" series and printed on worn and rusty labels. 
At the time, Forbes noted early signs that consumers were buying these bottled beverages not just for a "good moment" when drinking, but also for collecting. "Star Wars fans are known for their passion for collecting, and custom products are especially worth cherishing, as there are only two places around the world where they are sold. To prove it, Disneyland's menu shows that consumers are limited to three bottles at a time. A Forbes report said, "It's a happy outcome for all to keep the value of the inventory as well as the rarity of it." ”Finally, there is the desire to increase product sales.
Taking the above-mentioned Mars cooperation as an example, with the help of Disney IP traffic and scenes, the brand not only gains more**, but also cuts into new consumption scenarios, which is expected to drive sales increment. Another example is the partnership between Mengniu and Universal Beijing Resort. Lu Minfang, President of Mengniu Group, once said that the greater benefit of cooperation is to build a more diversified and immersive consumer experience for Mengniu's brand and products. According to the company, during the trial operation of Universal Beijing Resort, the Mengniu Ice Cream Milk Workshop Cutie Cones, located in the park, sold more than 120,000 in a single day.