The One Show
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Category
Brand Partnerships
Annual ID
OS25_PR014S
Background
Holding a cup of coffee used to symbolize an elite image. But as coffee popularized, it evolved into a daily fuel.
By 2023, youth unemployment in China had reached new highs. Young people in China needed invigorating experiences more than ever. As a promoter of coffee, Luckin sought to revive the allure of coffee among young consumers. It was essential to create a unique reason for drinking coffee that felt meaningful.
The answer we found was to collaborate with Kweichow Moutai, the pinnacle of Chinese baijiu with a long history and strong reputation. We aimed to create a unique coffee product with a distinctly Chinese identity, offering young Chinese people a sense of uplift, surprise, and enjoyment.
By 2023, youth unemployment in China had reached new highs. Young people in China needed invigorating experiences more than ever. As a promoter of coffee, Luckin sought to revive the allure of coffee among young consumers. It was essential to create a unique reason for drinking coffee that felt meaningful.
The answer we found was to collaborate with Kweichow Moutai, the pinnacle of Chinese baijiu with a long history and strong reputation. We aimed to create a unique coffee product with a distinctly Chinese identity, offering young Chinese people a sense of uplift, surprise, and enjoyment.
Creative Idea
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?
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.
In the public relations campaign of Luckin Coffee’s co-branding with Moutai to launch the Moutai latte, Luckin Coffee used rich and innovative creative activities and public relations means to promote communication.
Luckin Coffee, as the #1 coffee chain in China, we started by putting Moutai in our coffee. Just to see what would happen?
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.
In the public relations campaign of Luckin Coffee’s co-branding with Moutai to launch the Moutai latte, Luckin Coffee used rich and innovative creative activities and public relations means to promote communication.
Insights & 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.
Through novel flavors, many young people who cannot afford to drink Moutai have had their first sip of Moutai, and those who never drink coffee have tasted their first cup of coffee.
We have launched a new product, which combines coffee with high-grade liquor Kweichow Moutai, symbolizing China's excellence.
Through novel flavors, many young people who cannot afford to drink Moutai have had their first sip of Moutai, and those who never drink coffee have tasted their first cup of coffee.
Execution
Through product, packaging, surrounding materials, videos, posters, KOL and social media, we inspire consumers' enthusiasm and curiosity.
Once the product was launched, it triggered heated discussions among the public, and a series of public relations topics appeared, such as "Does driving after drinking a Moutai Latte constitute drunk driving?" "How many cups of Moutai Latte does it take to get drunk?"
The Moutai latte was quickly screened on all major social media platforms, with related topics such as #Moutai Luckin Coffee Moutai latte# hitting the microblogging charts, and the novel combination of "Moutai+coffee" refreshing the public's perception.
Once the product was launched, it triggered heated discussions among the public, and a series of public relations topics appeared, such as "Does driving after drinking a Moutai Latte constitute drunk driving?" "How many cups of Moutai Latte does it take to get drunk?"
The Moutai latte was quickly screened on all major social media platforms, with related topics such as #Moutai Luckin Coffee Moutai latte# hitting the microblogging charts, and the novel combination of "Moutai+coffee" refreshing the public's perception.
Results
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.
We have not only created new topics, but also created direct contact experiences with consumers.
The two brands' heavyweight co-branding satisfied young people's desire for Moutai, and also made many non-coffee drinkers want to taste this new coffee flavor.
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.
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.
We have not only created new topics, but also created direct contact experiences with consumers.
The two brands' heavyweight co-branding satisfied young people's desire for Moutai, and also made many non-coffee drinkers want to taste this new coffee flavor.
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.
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.
2025 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Ogilvy / Taipei
Art Director
Bing Shen
Chief Creative Officer
Giant Kung
Chief Strategy Officer
Amy Shih
Copywriter
Sweemy Cui
Creative Director
Zhenbao Wang
Executive Creative Director
Jimi Hsieh
Global Chief Creative Officer
Liz Taylor
Strategy Director
Monica Chien
Associate Strategy Director
Joey Wu
Account Director
Gina Guo
CCO-Asia
Reed Collins
Chief Executive Officer
Daniel Lee
Deputy General Manager
Ella Hsu
Senior Account Executive
Wayne Gong
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