KangShiFu: Powerful Without Sugar

Noah Song, Yiping Sun, Catherine Fei

Drinks manufacturer KangShiFu launched its zero-sugar iced tea variant and grew brand awareness and affinity with young girls in China through a hip-hop variety show, streamed on Tencent.

Campaign details

Brand: KangShiFu Brand owner: Master Kong Entrant company: MindshareIdea creation: Mindshare Shanghai Market: Greater China Sector: Iced drinks Media channels: Word of mouth, Influencers, KOLs, Mobile & apps, Social media, Online video, Livestreaming Budget: 3 - 5 million

Executive summary

In 2021, when KangShiFu unveiled its zero-sugar iced tea, it had two key objectives: finding a unique way to elevate brand awareness and affinity with its target audience of young girls, and synergising content with e-commerce to drive sales.

KangShiFu wanted to...

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