| Title | KANGSHIFU'S CHINESE NEW YEAR KARAOKE REUNION |
| Brand | KANGSHIFU (MASTERKONG) |
| Product / Service | KANGSHIFU ICED TEA |
| Category | A01. Consumer Goods |
| Entrant | MINDSHARE CHINA Shanghai, CHINA |
| Idea Creation | MINDSHARE CHINA Shanghai, CHINA |
| Media Placement | MINDSHARE CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Catherine Fei | Mindshare China | Account Lead |
| Noah Song | Mindshare China | Campaign Lead |
| Nicholas Short | Mindshare China | Case Study |
| Flora Huang | Mindshare China | Campaign |
KangShiFu (KSF) Ice Tea is China’s leading brand in the RTD tea market with a dominant market share (45.7% market share, 10% more than the second brand, Source: Nielsen). Despite its mass brand awareness, the brand’s growth amongst younger audiences has slowed. Seen as a relatively old-fashioned brand, KSF has struggled to connect to younger audiences.