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Insight of the Day: What do Heytea, Pepsi and Luckin Coffee have in common?

Beverage Brand Collaborations in China: Key Findings and Implications


  • Pepsi China x D Desirable: Leverages Dylan Wang's popularity and association with high-end fashion to appeal to younger, fashion-conscious consumers.

  • Luckin Coffee x Yushan Fankuan: Combines traditional Chinese art with modern coffee culture, leveraging nostalgia and exclusivity to drive sales of reintroduced prune drinks.

  • Heytea x Brompton: Taps into the growing cycling trend among young consumers, promoting both brands through city-wide events and exclusive merchandise.

Key Takeaway:

Chinese beverage brands are successfully leveraging collaborations with celebrities, artists, and lifestyle brands to expand their reach, enhance brand image, and drive sales.


Collaborations between beverage brands and seemingly unrelated industries are becoming increasingly popular in China, reflecting a broader trend of brands seeking innovative ways to engage with consumers and differentiate themselves in a competitive market.


  • Collaborations offer a powerful way for beverage brands to tap into new consumer segments and cultural trends.

  • Leveraging social media is crucial for amplifying the impact of collaborations and generating organic buzz.

  • Limited-edition products and exclusive experiences create a sense of urgency and excitement among consumers.

Implications for Brands:

  • Identify strategic partners: Look for collaborators that align with your brand values and target audience.

  • Create engaging campaigns: Develop creative and interactive campaigns that resonate with consumers and encourage social sharing.

  • Leverage exclusivity: Offer limited-edition products or experiences to create a sense of urgency and drive demand.

  • Embrace social media: Utilize social media platforms to maximize the reach and impact of collaborations.

  • Measure and analyze results: Track the success of collaborations to identify key learnings and optimize future partnerships.

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