The 2018 Rock’n’Roll Half Marathon series which is operated by Wanda Sports has partnered with new Chinese coffee brand, Luckin Coffee, making the brand an official sponsor of the marathon series.
Luckin Coffee will provide coffee for runners before, during and after the Rock’n’Roll Half Marathon races across China in 2018.
Luckin Coffee was founded over half a year ago and the brand’s strategy is to cover its Any Moment business campaign via their new retail model which combines online and offline, creating a good balance between products, price and convenience, and providing a cost-effective and easy to buy coffee option.
The company is headquartered in Zhongguancun, Beijing and invites physical coffee bars around office buildings and shopping malls to partner with them. Their website features an ad film featuring Chinese film stars Zhang Zhen and Tang Wei.
Luckin Coffee said that the partnership was based on a common demographic group between the two parties-- people who explore urban life trends and follow fashionable sports and fitness activities. The image of valuing health and going after trends matches highly with the brand image that Luckin Coffee wants to communicate.
As a result, being present at Rock’n’Roll events helps better realize Luckin Coffee’s “Any Moment” strategy.
Source: Wanda Sports
Proofread by Raymond Fitzpatrick