Kangshifu: Chinese New Year Karaoke Reunion

Noah Song, Nicholas Short

KangShiFu, an ice tea brand, launched a campaign in China to connect to younger audiences, whilst not losing appeal with older audiences, enhance its brand image, increase brand love and drive sales.

Campaign details

Brand: KangShiFuBrand owner: Master KongEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: Soft drinksMedia channels: Word of mouth, Influencers, KOLs, Events & experiential, Television & Connected TV, Websites & microsites, Competitions & contests, Online video, Social media, Outdoor, Out-of-homeBudget: 5 - 10 million

Executive summary

As Chinese New Year approached, KangShiFu needed to find an innovative way to connect to younger audiences, while not losing appeal with older audiences.

To do this, KangShiFu gave fresh life to one...

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