KangShiFu Ice Tea: Chinese New Year karaoke reunion

KangShiFu (KSF), a ready-to-drink tea brand, launched a campaign in China to widen its audience, enhance the brand's image and drive sales.

Campaign details

Brand: KangShiFu Ice TeaLead Agency: Mindshare ChinaRegion: APAC

Strategy

Objective

Seen as a relatively old-fashioned brand, KSF has struggled to connect to younger audiences.

As Chinese New Year approached, KSF needed to find an innovative...