Gold
Integration
Retail
| Entrant: | Ogilvy Taipei, Taipei |
| Brand: | Luckin Coffee |
| Title: | "Moutai Latte" |
| Corporate Name of Client: | Luckin Coffee Group Co., Ltd |
| Client Company: | Luckin Coffee, Xiamen |
| Client President: | Jinyi Guo |
| Client Head of Brand Marketing: | Liying Zhang |
| Senior Client Brand Manager: | Zhi Yang |
| Client Creative Directors: | Xue Zhou/Cui Lu |
| Client Company Vice President: | Yue Shen |
| Client Company Chief Growth Officer: | Fei Yang |
| Agency: | Ogilvy Taipei, Taipei |
| Agency Chief Executive Officer: | Daniel Lee |
| Global Chief Creative Officer: | Reed Collins |
| Chief Creative Officer: | Giant Kung |
| Executive Creative Director: | Jimi Hsieh |
| Creative Director: | Zhenbao Wang |
| Copywriter: | Sweemy Cui |
| Art Director: | Bing Shen |
| Agency Deputy General Manager: | Ella Hsu |
| Agency Chief Strategy Officer: | Amy Shih |
| Agency Strategy Directors: | Monica Chien/Joey Wu |
| Agency Senior Account Executive: | Wayne Kung |
| Agency Account Director: | Gina Guo |
Description:
Luckin Coffee launched the "Moutai Latte" with Kweichow Moutai, and the product sold 5.42 million cups on the first day of sales.
This move overturned people's perceptions about the union of baijiu and coffee, as they had never imagined that a cup of everyday coffee could be partnered with China's highest-end baijiu brand, and the whole event brought about a huge community impact.
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.