Campaign details
Brand: KangShiFuBrand owner: Master KongLead agency: Mindshare ChinaContributing agency: CivilizationMarket: China (Mainland)Sector: Iced drinksMedia channels: Merchandise & free gifts, Mobile & apps, Outdoor, out-of-home, Social media, Television, Word of mouth, influencersBudget: 5 - 10 million
Executive summary
As China's leading iced tea brand, KangShiFu's growth had slowed as it struggled to connect to younger audiences. As Chinese New Year approached, KangShiFu needed to drive brand love and sales with this audience, while not losing appeal with older audiences.
CNY traditions had lost their...