Staff Reporters
Oct 7, 2019

Sprite mixes it up in China with 'alternative' couples... maybe.

Ad for new baijiu-flavoured drinks featuring a male couple reads, “People say we can’t, but I say no! Maybe!”

Sprite mixes it up in China with 'alternative' couples... maybe.

Sprite is using male-only and female-only couples to stress the alternative tastes of Chinese youth in its launch of new alcoholic and non-alcoholic baijiu flavoured drinks. 

The campaign by MRM/McCann Shanghai introduces new drink combinations between Sprite and Jiang Xiao Bai, a popular brand of Chinese white spirit known as baijiu. This includes a baijiu-flavoured non-alcoholic Sprite and a lemon-lime flavoured alcoholic mixed drink branded under Jiang Xiao Bai.

An MRM/McCann release explains that "Sprite wanted to avoid a contrived message that would easily alienate its youth base. It instead wanted something that could inspire youth to mix and mash as they like, becoming a representation of being true to themselves."

So the "Mixing it up like this" campaign work features a variety of couples with slogans promoting alternative tastes. The below ad with a female couple reads, “it’s important not to follow suit”.

The next ad below says “the alternative in other people’s eyes is exactly the kind of alternative I like.” 

But perhaps more pointedly, the top photo features two young men with the caption "People say we can't, but I say no! Maybe!". While the campaign officially celebrates 'individuality' and 'friendship', there's clearly a subtext here. 

Sprite and Jiang Xiao Bai only formally came together after Chinese netizens began promoting the combination as somewhat of an underground cocktail that became known as "lover's tears".

Launched last month on social platforms Weibo, Wechat and Douyin (known as Tik Tok internationally), the integrated campaign featured influencers calling for self-expression, generating 69 million pieces of user-generated content.

Related Articles

Just Published

1 day ago

Dentsu Creative Bengaluru wins agency of the year ...

Event crowns agency, network and most creative company of the year, as Ogilvy and WPP also win titles.

2 days ago

Cannes Lions 2022: All the APAC winners (so far)

The Direct, Media and Social categories proved popular for Asian work while Dentsu India picked up a third Grand Prix. See other APAC winners in our running tally.

2 days ago

The celebrity creative vs the everyday creative

How indie and network agencies cater to both, according to UltraSuperNew’s general manager.