Recently, a shocking co-branded drink has been widely circulated on Chinese social networks.
On the outer packaging of this soda, the most prominent is a brand Logo that Chinese consumers are very familiar with. The only problem is that this Logo belongs to WhiteCat, China’s most famous detergent brand.
According to online reviews, the soda tastes “almost the same” as WhiteCat detergent.
WhiteCat(白猫) is one of the earliest local brands of laundry detergent in China. It was originally founded in 1948 when it used a different name. In 1959, it produced the first generation of synthetic washing powder of the People’s Republic of China. The company founded the WhiteCat brand in 1963 and still uses it today, featuring lemon scent and Logo painted with a blue pen.
Although after the Reform and Opening Up, WhiteCat has lost to its competitors in the competition and its market share has shrunk substantially, its taste is still the childhood memories of many Chinese people who were born in Beijing. In fact, because of the smell of lemon, many Chinese had secretly tasted this brand of laundry detergent or detergent in their childhood.
Of course, this co-branded soda is fully up to food standards and is only seasoned with edible flavors to taste similar to WhiteCat’s signature laundry detergent.
In our article describing the changes in the trend of consumption in China, we have talked about that launching popular goods with the old brands that people loved in the last century has become a new marketing tool for new consumer brands in China. This can boost sales with the help of nostalgia for these old brands and build consumer awareness of new brands.
The WhiteCat-flavored soda is actually made by China’s new soda brand KUSHI(酷氏), a beverage brand that specializes in sugar-free sodas and is one of Genki Forest’s competitors.
The soda was first trial-produced in September and is now on sale in convenience stores in China, sparking consumer discussion.