Master Kong's iced black tea "Happy China Burns" CNY Campaign

Noah Song

Master Kong Iced Black Tea hopes to find the most effective medium to break the inter-generational differences during the Spring Festival, a time to communicate consumers' emotions, and conduct comprehensive communication around the contacts between the two generations, leveraging all age groups, improving the popularity of national drinks, and achieving product quality. The spread of unity.

Case details

Brand: Master Kong Iced Black Tea

Brand owner: Master Kong

Main agency: Mindshare China, WPP, VMLY&R

Secondary agencies: Civilization, Kaytune

Market launch: Mainland China

Industry: Food & Beverage

Media Channels: Outdoor, Sponsored, Influencer, Mobile & Apps, Live Streaming, Social Media

Budget: 40-50 million

Case Summary

Master Kong Iced Black Tea is a beverage brand with a TOP 1 market share in the ready-to-drink tea market, and CNY has become a must-occupy opportunity to communicate emotionally with consumers and strengthen the brand's mind. The brand understands that there are obstacles...

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