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MRM//McCann China creates campaign for youth-oriented Sprite-alcohol partnership

Other’s say we can’t. I say ‘No. We can’.

Sprite China has partnered with alcohol brand Jiang Xiao Bai (popularly known as baijiu) for a product innovation and a campaign. This has resulted in a baijiu flavoured non-alcoholic Sprite and a lemon-flavoured variant of baijiu, which contains alcohol.

Created by MRM//McCann, the campaign for the beverage is called ‘Mixing It Up Like This’. A release from the agency said: “It is more of a call to action to encourage Chinese youth to create their own combinations as a way to express their individuality.

“Beautiful combinations are common and predictable, but interesting combinations are even more meaningful and personal.”

The collaboration on the beverage front by Sprite and Jiang Xiao Bai is the formal launch of a mix that is apparently already quite prevalent and popular. The release from MRM//McCann said: “Mixing Sprite with other beverages has naturally occurred in China for decades, and its widely known that former Premier Li Peng used to enjoy mixing Sprite with black vinegar or red wine. 

What others find odd, happens to be my favourite

“Mixing Sprite and Jiang Xiao Bai has been widely circulated over the last year as a bit of an underground radical cocktail, crowning the sweet and bitter combination by netizens as ‘lover’s tears’.  Online popularity of the concoction motivated the two brands to pursue a more formalised collaboration.”

The campaign will play out over social platforms like Weibo, WeChat, and Douyin (Tik Tok), supported by key online influencers who put out messages about self expression. According to MRM//McCann, 69 million user generated content pieces have already been created around the theme ‘Mixing It Up Like This’. 

Commenting on the campaign MRM//McCann CEO Bryce Whitwam said: “Chinese consumers are no longer satisfied with just manufactured flavours.

“They’re looking for new variances that represent their individual tastes, something easily shared with their friends on social media.”

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