Sprite China's baijiu flavoured drinks campaign is a brand megahit for the year

Sprite China has launched an online campaign to celebrate the launch of two new flavours co-created by Chinese white spirit brand Jiang Xiao Bai.

The campaign “Mixing Up Like This” was launched in September across Chinese social platforms including Weibo, Wechat, and TikTok. The social campaign features messages from influencers to inspire self-expression about the product range.

As of 7 October, over 69 million pieces of user-generated content were created by Chinese netizens, making the campaign one of Sprite’s most effective campaigns for 2019.

While consumers worldwide have been mixing Sprite with other beverages for many years,  in China, combining Sprite and Jiang Xiao Bai has been widely circulated as a popular local cocktail. This underground combination has prompted Coca-Cola to work with Jiang Xiao Bai to launch a baijiu-flavoured (a Chinese distilled alcoholic beverage) non-alcoholic Sprite, and a lemon-lime flavoured alcoholic baijiu ready-to-drink soda.

“Chinese consumers are no longer satisfied with just manufactured flavors. They’re looking for new variances that represent their individual tastes, something easily shared with their friends on social media,” says Bryce Whitwam, CEO of MRM//McCann.