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 Tea Lead Agency: Mindshare China Region: 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 way to connect to younger audiences, while not losing appeal with older audiences. In doing so, KSF wanted to enhance its brand image and increase brand love, driving sales.