The Insight: Preserving the Stream of Memories In the rapid pace of modern life, traditional handcrafted toys such as Clay Crackers (Phỗng đất), Frog Drums, or lanterns made from recycled cans are gradually being replaced and fading from the memories of today’s children. This shift creates a cultural gap where the simple yet profound joys of past generations are no longer present in the contemporary childhood experience. The Mission The core objective is to introduce these cultural symbols into a dynamic international brand like Pepsi to act as a meaningful bridge. Through this collection, modern children gain the opportunity to play with and appreciate the beauty of folk heritage, thereby preserving and spreading these cultural values into the future. Marketing Strategy: Driving Demand Each can is designed to be more than just a beverage, serving as a vital piece of a larger collection. The "repurpose into a lantern" feature and the collectible folk toy illustrations encourage customers to purchase in combos or repeat their buying behavior to complete their own unique lantern procession set.