Introduction:The annual college entrance examination in June is not only a major milestone for students but also a key marketing opportunity for brands. This year, from McDonald’s to Chagee, numerous well-known food and beverage brands have launched special exam-themed products and promotional campaigns to convey blessings and strengthen their connection with consumers. This article takes an in-depth look at how these brands skillfully align with this significant moment—through limited-time offerings, packaging designs, and upgraded services—to create heartfelt and buzzworthy marketing cases.
As June arrives, the national college entrance exams commence as scheduled. This high-stakes test, which touches the hearts of hundreds of millions of families, once again becomes the focus of societal attention. From trending topics on social media to everyday conversations, discussions about the exams are everywhere. Against this backdrop, many food and beverage brands have quickly responded by rolling out a series of blessing initiatives and themed products aimed at students, hoping to win consumer goodwill amid the heightened attention.
Among them, McDonald’s launched its “Wish You Full Marks Limited Lunch Combo” starting June 3 for a week, making its normally breakfast-only Double Layer Pork & Egg McFull available all day. Even more thoughtfully, stores also offer a limited number of free McFull meals with “Full Marks”-branded packaging to college entrance exam students each day, sending genuine wishes through action.This move not only extends the sales window for a popular item but also successfully captures the attention of students and their parents.
Shortly after, KFC introduced the “Sandalwood Good Luck Victory Combo,” reviving its sandalwood oat milk latte and blessing-pack cups from its earlier collaboration with Mount Wutai, paired with the traditionally auspicious “Ding Sheng Cake.” This combo leverages metaphysical elements to add a touch of psychological good luck for test-takers,while also showcasing the brand’s clever use of cultural symbols in holiday marketing.
On the tea beverage front, Chagee launched two exam-themed combos—“Red Luck” and “High Success”—using puns to send blessings to students. Notably, stores in Guangxi even offer candidates the chance to receive a limited “Exam Lucky Draw” voucher pack for free upon presenting their admission ticket, directly engaging with the target audience.Such localized promotional activities can effectively enhance a brand’s local affinity.
In addition, tea beverage brands such as Shu Yi Herbal Tea, Gu Ming, and Yi He Tang have also introduced exam-themed packaging featuring messages like “Top of the Exams,” “Must Pass,” “Land Successfully,” and “All the Best,” allowing consumers to feel positive energy while enjoying their drinks.Packaging design, as part of the marketing mix, can amplify the delivery of brand messaging.
Beyond large chain brands, many independent coffee shops across the country have also joined the wave of exam blessing efforts. Some cafes located near test centers have proactively offered practical services such as hot water and seating, and even introduced exclusive discounts for students. Though simple, these small gestures can provide tangible help and emotional support to students and their families during this crucial time.
As a major turning point in life, the college entrance exams attract widespread societal attention every year. Brands that launch related activities during this period can demonstrate social responsibility while also enhancing their brand image and consumer goodwill. From McDonald’s all-day availability strategy to KFC’s cultural collaborations, and from tea beverage brands’ pun-inspired creativity, these marketing approaches not only resonate with younger audiences but also successfully generate buzz.
For students, these blessings may be just small joys during exam season, but for brands, they represent golden opportunities to build emotional connections with consumers. As the exam season unfolds, more creative marketing initiatives will continue to emerge, adding warmth and color to this important time.
The above content is compiled by CoffeeHunters, a coffee news website.
