Jenny Chan 陳詠欣
Feb 18, 2019

Mindshare China fills cup with more Master Kong drinks

Following a pitch, reportedly against Carat China and Blue449 China, Mindshare increases its remit from two to 13 brands.

Mindshare China fills cup with more Master Kong drinks

Master Kong Beverages, also known as Kangshifu (KSF) Drinks, has awarded media duties for all its drinks products to Mindshare China.

After a pitch, reportedly against Carat China and Blue449 China, Mindshare’s MPower team expanded its existing remit from two products (green tea and jasmine tea) to 13 in multiple categories including tea, water, juice, coffee, and dairy. Blue449 confirmed it participated in the pitch; Carat has not responded to a request for confirmation.

The win builds on a joint win by Mindshare and VML in 2016, when the WPP agencies won the client's digital media account over Dentsu Aegis Network. VML was not involved in the review. 

According to Mindshare, Master Kong Beverages will increase its media investment in 2019, with a total estimated budget of RMB1 billion (US$148 million).

The brand director of Master Kong Beverages, Yanjie Liu, said, “We have trusted Mindshare for years as our best media partner. We fully respect their ability and professionalism.”

 

 

 

Source:
Campaign China

Related Articles

Just Published

8 hours ago

Valentine's Day 2025 round-up: how UK brands are ...

From 'World dump day' to 'Knorrplay', a look at some of this year's brand love coming out of the UK.

9 hours ago

What India's streaming shakeup means as JioCinema ...

Despite its strengths, the new entity’s biggest challenge will be getting its pricing right in a highly cost-conscious market.

9 hours ago

BuzzFeed to launch new social media platform in ...

The new platform will reposition BuzzFeed from a news and entertainment business to a tech and social media company.

9 hours ago

PepsiCo's $200 million investment brings Cheetos ...

PepsiCo is back with a big investment and a new strategy to take on Indofood's snack supremacy.