China Entertainment 1997.

Chapter 315 Helping Pepsi Squeeze Coke's Wool

After returning from the tour of "The Unruly Princess", Cao Xuan arranged to inquire about the script, participated in two more commercial activities, and then plunged into the recording studio.

In May, he joined the group of "Yi Tian Tu Long Ji". Before that, he had two tasks.

It is to make a sample of the theme song "Sold out" of "The Matrix" and send it to the United States, and "create" a song to match the promotion song of the 2002 World Cup in Pepsi advertising.

That's right, after Cao Xuan came back from the United States, he began to decisively start the World Cup.

The two major sports events with the highest attention in the world are the Olympic Games and the World Cup held every four years.

Not to mention the Olympics, because the World Cup is a football event, the influence of a single event is the world's first year-on-year.

Football, as the world's largest sport, is the most popular sport in Europe, South America, and Africa. Its influence in Asia is not weak, while North America and Australia are slightly weaker, and they also have a certain audience.

According to the statistics of the original space-time data, the 2002 World Cup broadcast signal exceeded 213 countries, almost covering the whole world, with a total of 64 games and a total of 400 billion people watched.

The Chinese audience played a big part in this.

Especially when the Chinese team entered the World Cup for the first time in history, it can be said that the whole people paid attention to it. In the three group matches of the Chinese team, the domestic average number of viewers per live broadcast game exceeded 1.6 million.

It can be said that every World Cup is a carnival for fans from all over the world, and it also attracts many onlookers who eat melons.

From May to July, before and after the World Cup, the World Cup has attracted the attention of billions of people around the world. Various related advertisements will also be launched intensively, and fans are willing to support it.

As a world-renowned beverage group, Pepsi will certainly not turn a blind eye to the football field, which has a huge influence in Europe, America, Africa and Asia. It has signed many star endorsements and sponsors the World Cup and other related events.

Before the World Cup, Pepsi already intends to raise some of its stars to shoot commercials.

When Cao Xuan came to seek cooperation, Pepsi was very happy.

After all, this is an Asian-wide World Cup, and some Asian elements are needed.

Cao Xuan is a top superstar in Asia. He can represent the image of Asia to a certain extent. At the same time, he is well-known internationally and has a very good talent in music creation. It is almost impossible to find a more suitable candidate than him.

Pepsi needs Cao Xuan, a spokesperson for Asia + international standards, and Cao Xuan is also interested in Pepsi's promotion capabilities.

Now that the Internet has not yet developed to the level of later generations, no matter how well Cao Xuan sings songs, it is useless without channel promotion.

And Pepsi's channels are all over the world, and his songs can be spread to all possible corners.

Including Africa, which seems small and transparent now, the Middle East, which most people dare not touch easily, as well as developed Europe and wild South America, as long as there is a place where Pepsi is sold, his songs can appear there.

Previously, "Chris Tsao" performed well in the United States and Canada, but it has not had any great influence in Europe and South America.

And this World Cup, in Cao Xuan's view, is the best entry point for him to target the two continents, and it is also a rare appearance for Cao Xuan in the whole world.

Asians are still relatively discriminated against overseas. It is difficult to gain a firm foothold if you want to enter the European and South American markets formally.

Even if it is Warner, its power cannot be fully extended there, so Cao Xuan is concerned about the two markets. In addition to Warner, he must actively take advantage of the situation and seize the opportunity to fight for a position.

Shakira is taking advantage of the situation, and so is this World Cup.

However, "momentum" is not so easy to borrow. Not only must you seize the opportunity, but more importantly, you must have real skills in your hands, otherwise you will not be able to grasp the opportunity.

Cao Xuan has "capability", and his confidence comes from Gold Finger.

"Waving flag" is translated into Chinese as a fluttering flag, and it can also be said to be "the flag opens to victory".

This song is the promotion song for the 2010 World Cup in South Africa. At first it was a promotion song for Coca-Cola. Later, it was valued by the South Africa World Cup Organizing Committee and became the official promotion song, even the theme song.

The most classic theme song in the history of the World Cup, some say it is "The Cup of Life" in 1998, and some say it is "Italian Summer" in 1990.

There are different opinions, and it is difficult to form a unified concept, and this song "Waving flag" is also under discussion, and has even been hailed as the best World Cup song in the 21st century.

Competing with this song for this honor is "Waka Waka" sung by Shakira, which is also the theme song of the World Cup in South Africa.

In fact, the World Cup in South Africa also has a theme song called "Omen of Victory", sung by American singer Kelly.

How should I put it, the football circle is not much better than the entertainment circle.

FIFA has their own ideas, and the South African World Cup Committee has its own ideas, which are different, so they come up with a lot of theme songs. Almost every World Cup has related tearing incidents.

But Cao Xuan doesn't care about these things, and it has nothing to do with him. What he likes is the song "Waving flag".

The melody of this song is full of vitality and enthusiasm, but it has a certain African flavor. If Cao Xuan wanted to use it, he had to change some instruments.

Fortunately, Chinese civilization has a long history, and there are similar substitutes for various musical instruments. Whether it is drums or clappers, Cao Xuan has enough confidence to go to Africa.

As long as the African musical instruments are removed from this song, the rest is easy to talk about. After all, it is a popular arrangement, otherwise it would not be popular all over the world.

As for the style, football is full of enthusiasm and passion, so Cao Xuan's lyrics and melodies are completely inspired.

Cao Xuan cooperated with Pepsi to create a promotional song, two versions, the foreign one "Waving flag", and the Chinese version "Flag Opening Victory".

The accompaniment and demos have been almost done before, and Cao Xuan has basically entered the song recording stage, and it is expected to be officially released in early May.

However, Cao Xuan still hopes that some stars will appear in the "Waving flag" promotion song MV to cooperate with the filming.

Pepsi originally disagreed. After all, the time of stars is limited, and their appearance fees are not low.

But after watching the demo of "Waving flag", the person in charge of Pepsi is very optimistic about this song, so they are in contact, hoping to invite some stars to help out.

It is said that there are already some eyebrows.

Pepsi currently has strategic cooperation with two major clubs, Real Madrid and Manchester United, and can focus on inviting the stars of the two clubs to play guest appearances.

Cao Xuan is very satisfied personally, it is not in vain for him to help Pepsi win Coca-Cola once...

The delicious party is furious!
Pepsi party ecstasy!
But the difficulty is that many teams have not yet reached the offseason, so it is very difficult to get them to shoot together. It is not realistic for Cao Xuan to fly there. He is still in a hurry to record the song.

Usually it doesn't matter, but now that the World Cup kicks off in early June, the promotional song has to be released at least in mid-May, so the time is tight.

Cao Xuan discussed with the people at Pepsi. If that's the case, the script should be changed and filmed in sections, and finally stitched together.

The plan was approved by the stars, and Pepsi paid a lot of money and sent two film crews.

One group flew to Europe to guide and shoot each guest star, and one group flew to various parts of the world to record relevant street scenes.

Pepsi has spent a lot of money this time, even the cost of the song and MV cost nearly 500 million U.S. dollars, and Cao Xuan alone took almost 100 million U.S. dollars together with the outbound MV + song creation and singing.

Of course, this is the price of two songs, and Pepsi also has the meaning of compensating and wooing faintly.

The endorsement contract signed by Cao Xuan before was 1500 million RMB for three years, which was considered a top contract in the mainland at that time, but Cao Xuan's reputation could not be held back too quickly.

In just two years, it became popular in Asia, and now it has gained considerable popularity in Europe and the United States.

Now if you want to sign him as an exclusive beverage endorsement, it will cost 1000 million a year anyway, and it must be in US dollars.

Don't think it's too expensive. If you have a huge Asian market behind you and can conquer cities in Europe and the United States, you can also ask for this price.

So Pepsi has been thinking about whether to re-sign the contract with Cao Xuan. It has not been discussed clearly yet, but it must be sweetened.

The most important thing is not to be poached by the old enemy Coca-Cola.

Pepsi attaches so much importance to Cao Xuan's promotional song this time, and they don't hesitate to spend a lot of money. On the one hand, they are really optimistic about it, and on the other hand, they also have the idea of ​​stabilizing Cao Xuan's heart.

Cao Xuan is very calm, he is not short of money now, he is looking for fame more, as long as he is famous, he can talk about anything as an endorsement.

Nowadays, Cao Xuan has almost no domestic endorsements, except for a men's seven wolves.

At present, apart from the mobile M-Zone that he has been in contact with, Cao Xuan does not intend to take other products lightly.

To be honest, he no longer looks down on small contracts worth 800 million yuan, and what makes him slightly moved are big contracts of tens of millions or even hundreds of millions of yuan.

But what's embarrassing now is that Cao Xuan has no shortage of businessmen, even some international big names.

For example, his "good friend" Li Fuzhen's family plans to fully enter the Chinese market with its Samsung mobile phones, and plans to invite Cao Xuan to be its spokesperson.

2000 million U.S. dollars for three years, or 1.65 million yuan, is not a low price, but Cao Xuan has been hesitant to accept it.

If you are accused of participating in the crime of arms trafficking, you will be in trouble...

There is also Nike in the United States, which also intends to snatch Cao Xuan's clothing endorsement, and the price it offers is not lower than Samsung.

But Cao Xuan can’t accept this endorsement, his conscience can’t bear it, even if Nike pays 1000 million U.S. dollars per year and Septwolves 1000 million yuan per year, Cao Xuan will definitely choose the latter.

So this is where Cao Xuan is more embarrassed.

The prices of domestic companies can't go up, and foreign companies dare to spend money, but Cao Xuan is unwilling to accept many things.

After a long time, Cao Xuan stopped pursuing too many commercial endorsements, and took the safe and high-quality route, and he could support a number of domestic enterprises when he had the opportunity.

For example, the seven wolves, whose endorsement fee is obviously behind Cao Xuan's coffee position, and Cao Xuan didn't open his mouth like a lion, but increased the price every year according to the top contract in the mainland.

Not only to ensure their own interests, but also within the tolerance of the seven wolves.

Therefore, although the annual advertising expenditure is quite a lot, the seven wolves are already very satisfied. If Cao Xuan’s actual coffee position endorsement fee is charged, it will at least increase by more than 5 times.

Pepsi-Cola is one of the few foreign companies that has nothing to do with it, so Cao Xuan will cooperate with it in a down-to-earth manner.

Cao Xuan is a nostalgic person, as long as the other party gives him the respect and price he deserves, he can make some concessions in other areas, and the two sides will benefit from each other.

If Pepsi can help Cao Xuan enter the European and South American markets this time, any endorsement fee will be a trivial matter, and everyone will discuss it slowly...

(End of this chapter)