Wanglaoji: Empower Gen-Z - Reproducing WLJ

Wanglaoji, a herbal tea brand, boosted sales among Generation Z in China by letting them create their own brand characters to feature on new limited-edition cans.

Campaign Summary

Wanglaoji, a 191 years' old classic brand in China, confront with the brand aging problem. In order to revitalize the brand, we launched a campaign named Wanglaoji Producer Project in China's largest Gen-Z social community Bilibili, which gave every Gen-Z a topic what do you think Wanglaoji looks like if it is a human being?

This campaign let Gen-Z rule the brand. Massive new brand characters were created by Gen-Z. Top three characters were voted as Wanglaoji Z-stars. Together with top influencers, we created an album for the Z-stars online and printed them on limited edition cans offline....

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