Recently, War Horse Energy Drink sparked a wave of “renewal” across Guangdong Province. To support the full regional rollout of its redesigned packaging, the brand launched a series of large-scale online and offline promotional campaigns in the vibrant cities of Shenzhen and Dongguan under the core theme “Repackaged, Recharged.”The campaign deeply connected with youth culture, particularly in esports and outdoor sports, leveraging immersive experiences and social-driven communication to significantly enhance consumer awareness and favorability toward the new packaging. This initiative strongly boosted both brand visibility and sales conversion in the regional market.
Targeting areas where young consumers are most active, the campaign seamlessly integrated the themes of esports and outdoor sports. War Horse invited several highly influential local “War Horse Energy Ambassadors,” including triathlon star Feng Jingshuang and popular coser Ning Haobuhao, to engage with consumers on-site and embody the brand’s energetic, challenging, and positive lifestyle values.
Event venues were transformed into dynamic energy experience zones. Interactive game areas drew large crowds eager to compete; creatively designed photo check-in challenges became popular content on social media; open tasting areas allowed consumers to sample the classic flavors in the refreshed packaging firsthand; and dedicated energy experience sessions reinforced the association between War Horse and concepts such as energy replenishment and vitality. Together, these elements created a fully immersive environment spanning visuals, taste, and interaction, embedding the concept of “energy renewal” in consumers’ minds.
At the Shenzhen stop, Feng Jingshuang took center stage, appearing in professional athletic gear and demonstrating proper pre-run warm-ups and cycling techniques. With her infectious enthusiasm, she led hundreds of fitness enthusiasts along a scenic coastal route for a high-energy outdoor running and cycling experience. Along the way, War Horse’s refreshed products served as key energy replenishment stations, validating the product’s “replenish anytime, refresh instantly” promise in real sporting scenarios and extending the concept of “energy renewal” from packaging to lifestyle and physical experience.
The dual-city activation in Shenzhen and Dongguan marked a crucial step in War Horse’s deepening presence in the South China market. Data shows the campaign exceeded expectations: offline events attracted over 600,000 participants, related online topics generated more than 23.8 million total impressions, and over 85,000 positive online interactions were recorded.
More than a successful regional marketing campaign, the War Horse’s new-pack launch in South China represents a strategic demonstration of brand evolution in the new consumer era. Through precise targeting, innovative experiential formats, and high-impact social amplification, War Horse successfully transformed a packaging upgrade into a full-scale offline energy surge and online conversation storm. This milestone signifies War Horse’s leap from functional energy provider to cultural co-creator and from market follower to trend leader.Its broader significance lies in validating a future-oriented branding approach—one centered on users, connected through culture, and driven by experience—which is increasingly becoming the core formula for sustained brand growth in today’s competitive beverage market.
