Contenders at Cannes 2024: Luckin Moutai Latte – Luckin Coffee | Ogilvy Taipei

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

Ogilvy Taipei

Kweichow Moutai, the official spirit of China, is often shared during special occasions and ceremonies. But we wanted people to feel special all the other times too. So, as the #1 coffee chain in Mainland China, Luckin started to put it in their coffee, just to see what would happen.


We led the production and delivery of the new co-branded drink’s product campaign and social films, also working closely with Luckin Coffee to elaborate the overall communication plan around this unique collaboration.


  • Regardless of generations, people showed their curiosity with 5.42 million cups sold a day.
  • Thos who never drake Moutai finally experienced it sunique flavor in coffee. Thos who preivously drank Moutai, experienced the thrill of being able to drink large quantities of it inside coffee. The collaboration got people to try their very first cup of coffee.
  • No marketing campaign in history has ever made a bigger impression in China (#1 most discussed brand on Weibo in 2023)
  • Over 46 million cups sold in Q4 alone.
  • Luckin surpased Starbucks sales in Mainland China for the first time.

The Work

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