Asian-inspired sparkling water brand Sanzo has partnered with Taiwanese-American NBA star Jeremy Lin for a special edition of their water dubbed ‘Linsanity.’ Sanzo, which prides itself on fusing Eastern and Western cultures, is staying true to its brand vision by partnering with Lin. The Jeremy Lin Foundation, a huge supporter of the AAPI community, will receive the proceeds from the Sanzo and Lin partnership and put them towards supporting underprivileged AAPI youth.
Sanzo is also introducing a brand-new flavor, ‘Asia Pear,’ in conjunction with the cooperation. With only one sip, the new drink offers flavors of fragrant, sweet, crisp, and mellow pears. ‘Asian Pear’ is a new taste that complements the ginger-flavored ‘Calamansi,’ ‘Lychee,’ ‘Mango,’ and other current flavors in Sanzo’s lineup.
Image Credit: Sanzo
Why This Trend Is Growing
- Athlete-backed Beverages
- There is an opportunity for more athlete-backed beverage collaborations, especially with brands that have a multicultural focus like Sanzo.
- Multicultural Fusion Products
- Innovative products that fuse Eastern and Western cultures have potential to resonate with both ethnic and non-ethnic markets.
- Philanthropic Partnerships
- There is opportunity to partner with non-profit organizations or foundations that support causes aligned with a brand's values.
Industries Being Reshaped
- Beverage Industry
- The beverage industry can benefit from collaborations with athletes or non-profits to create innovative products or give back to charitable causes.
- Multicultural Marketing
- Marketing strategies that appeal to a diverse set of consumers through fusing different cultural perspectives have potential to increase brand awareness and relevancy.
- Charitable Organizations
- Charitable organizations and non-profits can partner with companies to raise awareness and support causes while offering unique product collaborations to their audiences.
