Crossover cooperation between Chinese native brands has born new fruit. Recently, Heytea, a young cheese-tea brand has partnered with Pechoin (Baiqueling), a time-honored local facial creams, moisturizers brand, to launch a series of Republic of China era (1912-1946) style products, including the HEYTEA x PECHOIN gift set, Heytea membership card, as well as special menu of Heytea stores, special cup sleeves, which have gained wide popularity among youngsters.

"Cross-generation" partnership

The Cheese Bus

A special bus caught wide attention last weekend at the Raffles City in Changning. This vehicle, named the Cheese Bus, was rented and remodeled by Heytea and full with such stage props as phonographs, floor- standing microphones and old suitcases, oozing nostalgia and old Shanghai feelings all round. Free and warm cheese tea and wheat bread were offered at the site, attracting a large number of netizens.

Shopping bag and tea drinks designed and made for the campaign

In addition to this event, a series of products has been launched, including the HEYTEA x PECHOIN gift set, which contains four Pechoin products, and free-of-charge drink coupons.

The HEYTEA x PECHOIN gift set

Heytea's Wechat account has pushed short stories themed around the cooperation between Heytea and Pechoin. Within the article, two fictional female figures, Axi and Aque were created to represent the two brands. The release of such products as Heytea's Golden Wind Jade Drew tea and Pechoin's Miracle Water were also part of the article.

 Poster featuring stories about Axi and Aque

After the cooperation between the two brands was confirmed, it took the two parties about one month to develop the marketing plan and complete the design and production.

This crossover partnership between Heytea, a young Cantonese brand founded in 2012 in Jiangmen, and Pechoin, a Shanghai local brand founded in 1930, is an effort both to celebrate the classic time-honored brand and to reinforce Heytea’s image in East China market where competition is extremely fierce.

Despite this creative cooperation, it is noted that there are no mixed products made jointly by the two brands yet.