KangShiFu: Powerful without sugar

Chinese iced tea brand KangShiFu created a hip-hop reality TV show, Girls Like Us, to promote its new Zero-Sugar variant to 18-to-30-year-old women.

Campaign details

Brand: MasterKong / KangShiFuAgency: Mindshare ChinaRegion: APAC



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, young girls, as well as synergising content with eCommerce to drive sales.

Three challenges stood in KangShiFu's way of achieving its goals:

KangShiFu's regular iced tea was already a household name among Chinese consumers, which means its zero-sugar variant would need to make a copious effort to differentiate itself from the original in order to make...

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