In late April, American soap maker Safeguard announced its latest brand ambassador in China—the table tennis Olympian Wang Chuqin (王楚钦). With the punny tagline “钦力守护” (a play on “倾力守护” utmost safeguarding but switching “倾” qing to “钦” qin from Wang’s name). The American brand launched a series of out-of-home (OOH) signs on malls and other buildings in 5 cities across China between 22 and 28 April.
Like many collaborations, you can expect exclusive merch from the Safeguard x Wang Chuqin team-up. From a photobook that includes prints, a hand-signed autograph, a voice message and a calendar, to tote bags, pin badges, sticker sets and trading cards, the collaboration includes most types of “goods” you’d expect. And as you might have also guessed, all 51,100 sets were sold out in just 13 minutes.
- #舒肤佳 王楚钦 Safeguard Wang Chuqin: 23.39 million views on Weibo, ranking number 4 on the Hot Search list
- #舒肤佳品牌全线代言人王楚钦 Safeguard brand ambassador Wang Chuqin: 47.24 million views on Weibo
Safeguard was launched in 1963 by Procter and Gamble and is known for its antibacterial soaps. It is one of the biggest soap brands in China. Wang Chuqin is also one of the hottest celebrity athletes in China with 12 brand ambassadorships under his belt and is projected to earn over 50 million RMB (6.86 million USD) annually. It’s only natural that this partnership between two household names has caught the eyes of many, both online and offline.
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