Recently, the inaugural CMG China Film Festival, themed "Gathering Strength, Meeting in Spring," was held in Beijing. The event focused on the "film+" ecosystem and, for the first time, presented 19 awards from the perspective of "film genres" to honor outstanding films and creators anticipated for 2025. Hundreds of filmmakers spanning older, middle-aged, and younger generations gathered, collectively showcasing the prosperous landscape of diverse and high-quality Chinese film production. As a broadcast cooperation brand for the inaugural festival, the War Horse energy drink brand launched a refreshed image to expand its reach, with its full product series making a notable appearance, igniting youthful spirit and paying tribute to the art of cinema, thereby deeply integrating into a major mainstream Chinese cultural event.
Marketing Evolution: From Niche Cultivation to Mainstream Cultural Breakthrough As an energy drink brand innovatively developed by the Hong Kong-based Hwa Ying Fast-Moving Consumer Goods Group, the product features a novel combination of nutrients including instant coffee powder, d-ribose, vitamins, and taurine. Since its inception, War Horse has targeted a core demographic characterized by youth, trendiness, and a striving spirit, aiming to meet consumer demand for "energy replenishment and vitality activation" across various scenarios such as work, study, sports, competition, and entertainment. In brand marketing, War Horse has consistently engaged with young people, maintaining a strong presence in areas like esports, sports, cool music, and trendy toys, deeply cultivating youth cultural circles. In the esports arena, since becoming the official partner of the LPL League of Legends Pro League in 2017, War Horse has accompanied the Chinese esports industry through nine years of growth. From sponsoring teams like EDG to BLG, and organizing the public esports tournament "War Horse Champions Cup," the brand has transcended the role of a mere sponsor to become a co-builder of the Chinese esports ecosystem, witnessing its transformation and growth alongside Chinese youth. In sports, War Horse has served as the official sponsor and officially designated energy drink for the CBA league for multiple seasons, providing energy support for professional athletes. Concurrently, its presence extends to emerging sports scenes like marathons, trail running, and street dance, and through events like the "War Horse All-Round Junior" outdoor obstacle course, it effectively reaches young people and their parents. These solid marketing efforts collectively build a multi-dimensional brand image for War Horse in the minds of young consumers, associated with "coolness," "energy," and "passion," alongside positive, upward values.
In 2020, War Horse was deeply integrated into the high-rated Bilibili original animation "Spirit Cage," where the theme "seeking energy for survival" left a strong impression on fans, aligning well with the brand's core concept of "energy replenishment." This integration wove the brand philosophy into the storyline, effectively communicating the brand spirit. In 2024, the film "YOLO," starring Jia Ling, tells the story of a protagonist's physical and personal transformation through exercise, ultimately aiming to "win for oneself." As a partner for the film, War Horse's brand proposition of "fighting for passion" resonated strongly with the movie's core values. The inaugural CMG China Film Festival, hosted by China Media Group, featured the slogan "One Two One, March Forward," which embodies the fighting spirit and collective sentiment of Chinese filmmakers and the broader public. War Horse's refreshed appearance at the event represents a strategic exploration and breakthrough, evolving from a "deep cultivator of youth cultural circles" to a "companion in mainstream Chinese culture."
Product Refresh: Beyond Energy Replenishment to Self-Expression In 2026, while continuing to cultivate youth cultural circles, War Horse adapted to youthful market trends by completing innovations across packaging visuals, flavors, and its product matrix. Visually, the classic War Horse red can underwent a comprehensive redesign. Featuring more impactful lines and a striking contrast of red, black, and white, the War Horse image was abstracted into geometric blocks. The use of negative space creates dynamic tension, forming a simple yet powerful horse head symbol. This design earned an international design award for its outstanding concept and craftsmanship. In terms of flavor innovation, War Horse significantly launched six new sugar-free, carbonated products based on the concept of "refreshing taste, zero sugar, no burden." These include popular flavors among young people such as fresh lemon, sweet white peach, and pineapple grapefruit, combined with a fine, brisk carbonated mouthfeel, bringing a fresh dynamic to the traditional energy drink market. War Horse President Li Jianjun stated that health, diversity, and social needs have become three major new trends in the FMCG industry. Younger generation consumers are no longer satisfied with basic energy replenishment; they also seek a "burden-free" refreshing experience, demanding simple formulas and healthy ingredients. There is an explosion of niche and personalized demands, with willingness to pay for new flavors and experiences. Simultaneously, the need for social attributes in FMCG brands has become prominent. "Products must not only taste good but also have appealing aesthetics and be conversation-worthy, helping young consumers express themselves and share their lives within their social circles."
From precisely entering the innovative energy drink track in 2017, to continuously refreshing its product matrix to meet the health-conscious and personalized needs of young consumers, and now breaking through to integrate into more mainstream Chinese cultural events, the War Horse brand has clearly demonstrated a resilient, long-term approach to brand building centered on youth and trends. It is not merely chasing youth trends but is deeply understanding and integrating into the healthy lifestyles of young people, fulfilling their diverse emotional needs. Its appearance at the inaugural CMG China Film Festival signals that the War Horse brand is stepping into an energetic future with a more proactive and confident posture, alongside the younger generation.
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