Finalist
Creativity In PR
Best Local/Regional/National Market
| Entrant: | Ogilvy Taipei, Taipei |
| Brand: | Luckin Coffee |
| Title: | "Moutai Latte" |
| Corporate Name of Client: | Luckin Coffee Group Co., Ltd |
| Client Company: | Luckin Coffee, Xiamen |
| Client President: | Jinyi Guo |
| Client Head of Brand Marketing: | Liying Zhang |
| Senior Client Brand Manager: | Zhi Yang |
| Client Creative Directors: | Xue Zhou/Cui Lu |
| Client Company Vice President: | Yue Shen |
| Client Company Chief Growth Officer: | Fei Yang |
| Agency: | Ogilvy Taipei, Taipei |
| Agency Chief Executive Officer: | Daniel Lee |
| Global Chief Creative Officer: | Reed Collins |
| Chief Creative Officer: | Giant Kung |
| Executive Creative Director: | Jimi Hsieh |
| Creative Director: | Zhenbao Wang |
| Copywriter: | Sweemy Cui |
| Art Director: | Bing Shen |
| Agency Deputy General Manager: | Ella Hsu |
| Agency Chief Strategy Officer: | Amy Shih |
| Agency Strategy Directors: | Monica Chien/Joey Wu |
| Agency Senior Account Executive: | Wayne Kung |
| Agency Account Director: | Gina Guo |
Description:
A cup of coffee has become part of people's daily life; there is nothing new in today's coffee market, but now, Luckin Coffee together with Kweichow Moutai has launched the "Moutai Latte".
This combination of Chinese alcohol and coffee is a new flavor that reshapes how people perceive traditional coffee, triggering a brand-new experience for the taste buds. This move shook up the original quiet coffee market environment.
When the Moutai Latte was officially launched, it quickly hit the screens of all major social media platforms and triggered media coverage.