With the Paris Olympic Games well underway, brands are continuing to launch their sports and Paris-related campaigns. Leading Chinese tea chain Heytea, who recently opened its first Paris branch announced on 26 July that it had partnered with Anta, maker of the winners’ uniform for the Chinese team for a new collab campaign.
Interestingly, the name of the co-branded bottled drinks was unveiled following an online puzzle where users on social media were invited to guess the word between “Winner” (夺冠, lit. winning the championship) and “Bottle”. The winner part is because the co-branding is in fact with Anta Guanjun, the high-performance line from the sportswear brand. It was later revealed on 29 July as “纤体” (slimming) as the name is “Winner’s Slimming Bottle” (夺冠纤体瓶).
In the spirit of the recent “healthy” tea trend, the collaboration involves a bottled drink with “slimming” ingredients such as kale, chia seeds, lemon juice, grape juice, vegetable and fruit juice, as well as Heytea’s signature tea blend. With sets including two bottles, which cost 38 RMB (5.26 USD) customers can get a free carrier bag and 1 magnet out of 7. All in Team China’s red and white livery. Other free merch includes 1 of 2 wristbands. For the 1,599 RMB (221.59 USD) package, you can get a collab T-shirt and a pair of Heytea co-branded Anta Guanjun AG-GO1 sneakers, as well as all 7 magnets and a tote bag. There is also a prize draw which customers can enter before 20 August where you can win the same bags or suitcases Team China travelled with.
The topic “Heytea for gold sur-prize” (#金喜时刻喝喜茶#) amassed a whopping 130 million views and 80,000 engagements. As both Anta and Heytea try to go global, international sports events such as the Olympics are perfect platforms for such campaigns that appeal to audiences at home but also raise awareness abroad.
