S02. Beverages (Alcoholic and Non-Alcoholic)

The Mizone+ Electrolyte × Genshin Impact campaign enabled a new electrolyte beverage to overcome category misperception, media disadvantage, and weak relevance among young consumers. Instead of using the partnership as surface-level decoration, the campaign began with the product itself, aligning Mizone+ Electrolyte’s recovery benefits with Genshin Impact’s in-game “Electro-Charged” reaction. Deep character customisation, thermochromic packaging, and a real-to-virtual reward system transformed the product into a collectible fans wanted to own, use, and share. Co-branded merchandise was designed for everyday movement, reinforcing real-world usage occasions. The campaign successfully reset category understanding, drove youth acquisition, and achieved sustained growth across both online and offline channels.