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.”