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SUB CATEGORY :
COLLABORATION & PARTNERSHIP
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ENTRANT COMPANY :
OGILVY TAIPEI, TAIPEI
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TITLE :
MOUTAI LATTE
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BRAND :
LUCKIN COFFEE
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ADVERTISER :
LUCKIN COFFEE
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AGENCY :
OGILVY TAIWAN, TAIPEI
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CHIEF STRATEGY OFFICER :
AMY SHIH
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CHIEF EXECUTIVE OFFICER :
DANIEL LEE
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DEPUTY GENERAL MANAGER :
ELLA HSU
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GLOBAL CHIEF CREATIVE OFFICER :
REED COLLINS
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CHIEF CREATIVE OFFICER :
GIANT KUNG
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EXECUTIVE CREATIVE DIRECTOR :
JIMI HSIEH
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CREATIVE DIRECTOR :
ZHENBAO WANG
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ART DIRECTOR :
BING SHEN
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COPYWRITER :
SWEEMY CUI
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ACCOUNT DIRECTOR :
GINA GUO
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ACCOUNT EXECUTIVE :
WAYNE GONG
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STRATEGIC PLANNING DIRECTOR :
MONICA CHIEN/JOEY WU
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CAMPAIGN SUMMARY :
Luckin Coffee, the largest coffee chain in China, is deeply loved by young Chinese for its every move. KweiChow Moutai is a well-known luxury Chinese liquor, not only a premium national spirit, but also a golden brand symbolizing China's global presence. “Moutai Latte,” a fusion of Western coffee with Chinese luxury.
The collaboration with Moutai is not just about adding liquor to some coffee and slapping another logo on the cup; it's about combining Chinese indulgence with coffee and establishing a Chinese way of enjoying coffee.
"Moutai Latte" sold 5.42 million cups on the launch day, and it created the most popular marketing case in Chinese history.
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CREATIVITY/IDEA/INSIGHT :
Coffee and fine Spirits” is a classic song every Chinese knows, yet no one thought it would be realized as a tangible product. So we launched our campaign with the theme, “Coffee and fine spirits, a love shared by all.
Luckin Coffee, as the #1 coffee chain in China, we started by putting Moutai in our coffee. Just to see what would happen?
Co-branded Moutai Latte is a shining example of product innovation—a combination of soy latte and the popular grain alcohol. This breakthrough product differentiation carves out a clear competitive advantage, identifying a market gap that exists bridging liquor and coffee. Combining Western and Chinese tastes, it meets consumers' demand for diversified coffee flavours.
We use integrated marketing communication to drive the entire project, and we obtained significant effect.
When the Moutai Latte was launched at Luckin Coffee nationwide, we simultaneously released a video. Multiple videos depicted young people enjoying Moutai Latte in settings traditionally associated with Moutai liquor, a pioneering integration of a Western beverage into Chinese culture.
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STRATEGY :
Luckin Coffee initially attracted users with its People friendly and affordable coffee. However, with the increasing national pride among young Chinese people, our goal is to enhance this positioning by combining coffee with Chinese culture, cultivating pride and confidence.
We have launched a new product, which combines coffee with high-grade liquor Kweichow Moutai, symbolizing China's excellence.
With a hint of uniquely Chinese luxury, the Moutai Latte has won the attention of all of China. Not only have those who cannot afford Moutai had their first sip, but also those who never drink coffee have tasted their first cup.
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EXECUTION :
We use integrated marketing communication to drive the entire project. Through product, packaging, surrounding materials, videos, posters, KOL and social media, we inspire consumers' enthusiasm and curiosity. The dissemination effect of the entire project is very good.
At the level of brand communication, multi-channel synergistic efforts maximum brand exposure to young consumers. We have also expanded the sales scope of Moutai Latte by expanding online sales channels, and at the same time, we have actively released the product in physical shops to provide consumers with a convenient purchasing experience. Our dissemination has received positive feedback from various media outlets.
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RESULT :
Luckin Coffee launched the "Moutai Latte" with Kweichow Moutai, and the product sold 5.42 million cups on the launch day, three times the sales of Luckin's previous record.
Within a week, Luckin Coffee’s co-branding with Moutai became a topic that was on everyone's lips in China, and a series of social topics quickly dominated the major hot search lists in a short period of time.
The huge impact of co-branding triggered more brands to invite Luckin Coffee to collaborate with them, with more than 30 famous Chinese brands interacting with Luckin Coffee in the form of posters. The heavyweight collaboration of two brands has created a brand new experience.
No marketing campaign in history has ever made a bigger impression.
1、WeChat index：705 million engagements, 15 times than normal.
2、Tik Tok views：1.850 billion times, 45 times the number of competitor's record.
3、Weibo views：660 million times. The highest among all marketing campaign in 2023.
4、Monthly active users：58.5 million, a historical high with 133.1% increase YOY.
5、Luckin’s revenue for Q3 ：Rmb 7.200 billion, a historical high for Luckin.
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