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Co-Branding Campaign In China Benefits Nongfu Spring And Mobile Game

August 31, 2017: 12:00 AM EST
Nongfu Spring Co. has begun distributing its fruit-flavored drink (Guowei Yinliao) in China in a co-branding campaign with a popular mobile game Yinyangshi (aka, Onmyoji). The drinks are sold in four flavors: lychee, grape, grapefruit, and lemon. Each features a different licensed image of the game, which has been downloaded 10 million times in the country. A further inducement for gamers to buy the drinks – sold at ¥4 ($0.61) per 530 ml plastic bottle – is a QSR that can be scanned to obtain free game tools, game money, and other game-related benefits.
"Nongfu Spring's range of Guowei Yinliao in Shuilizhi, Shuiputao, Shuiyouzi, Shuiningmeng varieties available in China", MarketLine, August 31, 2017, © MarketLine
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