KangShiFu Ice Tea: Chinese New Year karaoke reunion

Nicholas Short, Noah Song

KangShiFu, the ice tea brand, drove sales and brand love in the lead up to Chinese New Year in China.

Campaign details

Brand: KangShiFu Ice TeaBrand owner: Master KongLead agency: Mindshare ChinaCountry: China (Mainland)Industries: Iced drinksMedia channels: Merchandise & free gifts, Mobile & apps, Outdoor, out-of-home, Social media, Television, Word of mouth influencersBudget: 5 - 10 million

Executive summary

As China's leading ice-tea brand, KangShiFu's growth had slowed as it struggled to connect to younger audiences. As Chinese New Year approached, KangShiFu needed to drive brand love and sales with this audience, while not losing appeal with older audiences.

CNY traditions have lost their appeal with young...

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