| Title | KANGSHIFU: POWERFUL WITHOUT SUGAR |
| Brand | KANGSHIFU (MASTERKONG) |
| Product / Service | KANGSHIFU ZERO-SUGAR ICED TEA |
| Category | B04. Live Brand Experience |
| Entrant | MINDSHARE CHINA Shanghai, CHINA |
| Idea Creation | MINDSHARE CHINA Shanghai, CHINA |
| Media Placement | MINDSHARE CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Noah Song | Mindshare China | Campaign Planning |
| Catherine Fei | Mindshare China | Account Lead |
| Yipin Sun | Mindshare China | Account Lead |
| Nicholas Short | Mindshare China | Case Study |
| Stacy Yuan | Mindshare China | Case Study |
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 is 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 a splash in the Chinese market.